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In this study surveyed the consumers demand for qualitative factors of honey by using the Hedonic Pricing (HP) model and a cross section data of 360 consumer in Mashhad. Results showed that the kind (without wax), packing, color (dark), scent (scented) and protraction of honey have direct effect on honey price and sweetness (much) and existence of remains (dust and so on) have negative effect on it. This study has recommended the applied research for making honey without wax, with suitable and interesting packing, dark color, scented, less and normal sweetness, much protraction and any pollution (like dust and remains).