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Since the nineties of the last century, ecological products have become increasingly important in the market, and given that scientists have pro and contra arguments of ecological breeding, the main purpose of this paper was to determine the consumer's preferences towards ecological food; the importance of certain characteristics and deterrents on the purchase of organic food; in the market of Split. For this survey we randomly recruited 113 participants in Split, Croatia. Surveyed consumers when purchasing organic food of the greatest importance consider protection of the environment, and at the least important they retain the taste. The most significant constraint on purchasing organic food of surveyed consumers is the high cost of the product, and the least important is the lack of marketing. Given the size of the sample, surveyed consumers are a typical target group of consumers of organic food. [ABSTRACT FROM AUTHOR]