Along with a growth of consumer awareness about the food impact on their health there is a trend of rising fresh fish consumption. At the same moment, there is growing demand for organic food at the market. Although the biggest production of ecological products in Europe belongs to fruit, vegetables and nuts, the production of fish from ecological farming is also growing. The aim of this paper was to determine the behavior of consumers when purchasing and consuming fresh fish, the importance of certain fresh fish characteristics, the level of consumers’ knowledge about fresh fish from ecological farming and their perception of it. Furthermore, the aim of the study was to examine the willingness of consumers to buy fresh fish from organic farming, to compare consumer perceptions of fresh fish from organic farming versus fresh fish from conventional farming, and to examine the impact of socio-demographic characteristics on consumers' perception of fresh fish from organic farming. A combined on-line and oral survey was conducted on a sample of 303 subjects. According to the results, the respondents like to consume fresh fish, they consume it once a week or two to three times a month, usually at home. Most of the respondents do not know what fresh fish from organic farming is and they rate their knowledge as medium and low. Only half of responders are aware of the fact that they can buy this product on the domestic market. Compared to fresh fish from conventional farming, respondents consider organic fish to be healthier, tastier and less oily and are willing to pay an 11-20% higher price for the same.