Descriptive studies on the European Union’s global image reveal generally favourable feelings towards the European Union on the part of citizens outside Europe. However, European Union perceptions vary considerably across countries. This article argues that these patterns can be analytically explained by taking context and individual factors into account. European Union behaviour and an individual’s supranationalist attitude should exert a substantial impact on citizens’ feelings. A multi-level model confirms the expectations. These findings imply practically that the behaviour of the European Union and other International Organizations shapes public opinion and that it might, in the future, negatively influence global public opinion towards the European Union.