In recent years, the consumption of honey has attracted increasing interest among consumers due to its beneficial health properties. Greek honey is prized in the Mediterranean diet and has gained global recognition for its unique quality. The significance of consumers within the honey supply chain is vital since their preferences play a pivotal role in the entire industry. The choices made by consumers for high-quality, safe, and sustainable honey significantly influence producers’ decisions regarding transparency in the supply chain. Consumer centricity in the honey supply chain is indispensable, as it establishes a strong connection between supply chain stakeholders and end-users. Consumer demand for high-quality, safe, and sustainable honey drives producers to adhere to these standards, resulting in effective supply chains that meet customer needs. The current study examines the drivers influencing consumers to choose honey and analyses the impact of those drivers end-to-end in the supply chain. Producers and traders must understand consumer drivers to align their offerings with expectations to increase satisfaction and loyalty.