Modern society increasingly recognizes the importance of environmental preservation and embraces healthier lifestyles, manifested through a growing interest in eco-friendly food products. The heightened interest in ecological agriculture stems from the drawbacks of capital-intensive food production methods, fostering the development of alternative approaches that advocate the preservation of natural ecosystems and the environment. Despite the prevailing conventional food production methods, ecological farming is rapidly expanding as a practice of healthier living, a survival strategy for rural and urban populations, and a worldview. In line with the growing significance of ecological agriculture, the establishment of legal regulations is necessary to ensure transparency and quality of eco-friendly products in the market. An eco-friendly product is identifiable by a label guaranteeing its authenticity, assuring customers that it is genuinely organically grown. This study explores consumers perception of eco-friendly labels and products, analyzing the impact of eco-labeling on consumer behavior. As part of the final thesis, a survey was conducted through face – to – face interviews with 150 participants. Out of the total, 86 were female, 63 were male, and one participant chose not to specify their gender. The findings indicate that the majority of respondents consume eco-friendly products, are familiar with eco-labels, and are willing to pay a higher price for eco-friendly products.