The limitations and environmental challenges of conventional food production were accompanied by a growing awareness of health and environmental risks. This collective shift in awareness has fueled a trend, indicated by the increasing consumer interest in organic food, which this study aims to delve into. The alignment of such a trend with health, environmental, and ethical aspects suggests that it is not a passing market trend, but a sustainable choice. Consequently, the demand for organic food products and the areas under organic farming continue to grow. The paper explores the concept of organic food, organic farming, and the market as a whole, outlining the differences in production processes between ecological and conventional cultivation. Additionally, it provides a description and comparison of the state of the Croatian and foreign organic farming markets. The second part of the paper aims to assist traders in formulating strategies to tap into this growing market segment. In doing so, it offers an analysis of consumer behavior towards organic food and illustrates the positive and negative correlations in the context of organic food purchasing through fundamental influencing factors. Furthermore, this study incorporates a survey aimed at providing insights into the preferences, perceptions, and decision making processes of consumers regarding organic food. By examining the survey results, the research seeks to refresh existing knowledge obtained through similar methods, enabling the adaptation of strategies to the current state of consumer attitudes towards organic food products.