Because of the problems of bad quality of conventional products and global pollution, the demand for ecological products is constantly increasing. Although they are preasent on Croatian market since the beginning of the 90-is, they are just know becoming a trend. Ecological products are the products which characteristics combine healthy way of life and the enviromental protection. The characteristic of a healthy way of life is reffered to the fact that ecological product is produced without any pesticides or chemicals, which would be used during the production of a conventional product. The second characteristic is enviromental protection, and it is reffered to the fact that ecological production does not demage the enviroment, rises the industry of rural areas and garantees enviromental sustainability for the future generations. In order to be declared ecological, a product must be minimum 95% produced from ecological parts. Due to these strict regulations, the production is more demanding and more expensive, therefore the prices of ecological products are bigger than those of conventional products. Despite the higher prices, costumers are willing to buy an ecological product because it gives them a higher value than conventional products. The paper is formed form two parts. The first part refers to the characteristics and the market of ecological products and generally about the costumers behavior, while the second part is refered to the surwey which was conducted for the purposes for this paper. The surwey which was conducted for purposes for this paper was focused on motives and attitude of costumers, and also on obstacles that occured during the purchase of ecological products. Surwey was conducted on 112 respondents, and it was determined that an average buyer of an ecological product would most likely be an elderly woman, with high or higher educational rank and with higher income.