Honey sub-sector is faced with honey adulteration challenge, thereby negatively affecting economic returns because of consumers’ loss of trust. Geographical indicators (GI) labelling which provides means to trace the product could curb this problem. However, it is unknown whether consumers are aware of GI labelling. Using, data from a random sample of 522 urban consumers in Nairobi, Nakuru and Kitui counties in Kenya, it was found that only a third of consumers had awareness exposure, mainly through friends and mass media. Moreover, only a third of this knows what GI entails. Results of probit regression showed factors influencing the likelihood to become aware of GI as information, place and volume of honey bought, education, gender, consumer’s trust and high confidence in the quality of honey at farm gate. From the results we recommend for consumer sensitization on the importance of GI as signal product quality
