As a result of the increased interest of consumers to protect their own health and for theenvironment preservation, the demand for ecological products is increasing, which in turn leads to the development of the market of ecological products. The market of ecological products is constantly changing and every ecological product must have all the appropriate characteristics in order to be chosenover conventional products. These characteristics include the buyer's lifestyle, culture, perceptions and beliefs because by buying such anecological product an individual creates his own desired image. This paper gives a brief overview of the motives that influence on the process of buying ecological products, as well as the obstacles that block further increasing of the consumption of these products. A survey was conducted on a sample of 100 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. Thus, manufacturers and marketing agencies should all their attention direct on the creation of the wanted product that will gratify the consumers.