This paper points out the adverse effects of traditional agricultural production on human health and the environment. Moreover, it raises the social awareness of the importance of organic product consumption and encourages the development of such agricultural products. The share of organic agricultural products in Zagreb and its outskirts is currently insufficient. The placement of such products on the Croatian market is challenging and it could only be achieved through tourism. Croatia has been faced with a problem of imports of organic products which has negatively affected its eco-agriculture since the Croatian accession to the European Union, in addition to low subsidies for organic production and a high share of uncultivated Croatian land. A survey research was conducted using the method of questionnaire. The survey results show that respondents normally do not buy eco products due to high prices of these products in Croatia. However, the respondents have started buying eco products due to the increasing awareness of positive effects of organic food consumption on human health, and during the purchase, they primarily look at the nutritional facts and health effects of such products. Recommendations for further research on this or a similar topic, in addition to environmental protection and conservation of natural resources, are: improvement of the position and larger subsidies for eco farmers and entrepreneurs in ecological production in Croatia, as well as enabling eco-production in developing areas of Croatia through rural or ecotourism. This research has confirmed the company's awareness of the importance of eco-food consumption and its positive effects on human health, yet it would need to harmonize the current demand for eco-products and adjust the prices of such products to economic circumstances in Croatia.