The current mode of consumption of the population, the increasing environmental problems and the dangers of waste matter pose problems for consumers, the economy and management, and environmental management is becoming a challenge and a need in the modern world today. Such reasons have led to environmental changes and consumer and producer awareness of the impact that they can have on environmental conservation. The market for organic products must be diversified, and great deal of attention has been focused on how the product has been obtained, ie the organic production. Consumers often choose to change their lifestyles, changing their tastes and preferences on a daily basis, which requires frequent monitoring and meeting their needs. It can be said that consumer behavior can be influenced by various factors such as demographic, cultural, social, different attitudes, etc. An environmentally conscious consumer is not necessarily a green consumer, in order to be a green consumer, he must also behave in a certain way. Throughout the work, customer preferences of organic products will be explored and analyzed. A survey was conducted on a sample of 104 respondents through the questionnaire. The questionnaire included questions on the basis of which they can find out factors, preferences and behavior of consumers of ecological products. The research results describe the consumer of ecological products as an employed person with higher education and higher monthly income. Consumers of ecological products are willing to pay a higher price for an environmentally friendly product, and the most frequent consumers of ecological products are women.