Get as much as you can.  You are going to a lot of trouble to 
package it up and make it attractive, and people are happy to pay a premium to 
buy from the source.  
 
Many people will consider your honey a bargain at any price.  On the other hand, there are a few people who won't buy if there's anything in the supermarket for
less.  You don't have to sell to them any more than they have to buy from you! 
 
You're only ripping people off if you hold a gun to their heads or lie to them.
Obviously I'm an advocate of free enterprise and the open market.
Go for it!
Michael
 
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A couple of folks in my area are interested in buying some of my honey.  I
figure I will get about 6 supers of honey altogether from my first year.
Quite a nice surprise!  I think I will have a few spare jars I can sell. :-)
 
It's not economical for me to go out and buy 1 pound jars right now.
However, I do have quite a few 1 pint, canning jars.  These hold just a
little more than a 1 pound jar.
 
Being only a hobbyist beekeeper selling isn't at the top of my priority
list.  However, I realize others do depend on getting decent price for
their honey.  I certainly don't want to hurt them or myself by selling
cheap, nor do I want to rip-off customers.
 
I tried comparing prices in stores but the range is quite wide.  The big
chain food stores are at the low end and 'health food' stores at the high
end.
 
So how do I figure a fair retail price for my 1 pint jars of honey?