The organic food market is on a steady rise, with organic yogurt falling into the category of dairy products that are among the best-selling organic products. The aim of this paper is to determine the behavior of consumers in process of buying and consuming organic yogurt, as well as to determine consumer involvement in organic yogurt purchase, health awareness, food safety concern and attitudes towards organic yoghurt and motives for organic yogurt purchase. An on-line survey was conducted on a sample of 196 consumers of organic yogurt. More than a third of respondents buy and consume organic yogurt two to three times a month. Respondents tend to buy organic yogurt made from cow's milk, in plastic packaging, mostly in supermarkets and in specialized stores. The most important motive for buying organic yogurt is health and nutritional value of product. Respondents have a medium level of involvement in organic yogurt purchase, high health awareness, and positive attitudes toward organic yogurt and high food safety concern. The results of this research are useful for organic food producers, especially organic yogurt producers.