This study analyzes overall honey consumption and purchasing behavior, and in particular, seeks to identify factors that influence the willingness to pay (WTP) for native honey. A survey of 500 South Korean consumers was conducted to understand their purchasing experiences and perceptions related to honey. A multiple linear regression analysis was carried out to comprehend the effect of the following factors on the willingness to pay for native honey: 1) knowledge of honey, 2) health consciousness, 3) the unhealthy = tasty intuition (UTI), and 4) positive perception of sweetness. As a result, consumers with more knowledge about honey, higher health consciousness and more positive perception of sweetness were more willing to pay for native honey. On the other hand, past honey purchasing or consuming experience had no significant impact on the willingness to pay for native honey. Marketing strategies and implications were derived from the characteristics of native honey consumers identified in this study.

Quality changes of Korean native-bee honey were investigated during processing and preseration at different temperature. There were no changes of HMF(Hydroxy methyl furfural) and proline contents, color and diastase activity in Korean native-bee honey, when the honey separated from honey combs at 20 and 40. However, at 50 and 80, browning of Korean native-bee honey was shown, HMF content was increased rapidly and proline content and diastase activity were decreased. There were no changes of chemical composition in Korean native-bee honey during storage at 4 for 6 months. But color was darken and HMF content was increased slowly in Korean native-bee honey during storage at 20. During storage at 30 and 40, HMF content was increased highly, proline content, diastase activity and total acidity was decreased rapidly. It is recommended that Korean native-bee honey is separated from honey comb and purified at less than 40 and stored at 4 through 20.