Consumers are increasingly interested in product components, energy value and their impact on the body. Today, there is an abundance of information on how important it is to know what ingredients are entering our body. Therefore, more and more consumers opt for organic products containing verified and natural ingredients, which do not contain harmful substances and are healthier for our body. Eco-labels can serve as a useful tool for identifying organic products. The thesis focuses on key determinants that influence the purchasing intention of consumers and encourage the purchase of organic products. I was trying to find out how many consumers observed and were aware of eco-labels in the purchasing process, whether they trusted them and what positions they held towards purchasing eco-labeled products. I was wondering whether consumers consider products with eco-labels of higher quality and if they are willing to pay more for them. The empirical part is based on quantitative research using the survey questionnaire method. The analysis has shown that there are three key factors that have a significant impact on the purchasing intention of consumers, namely the perception of eco-labels, the views on the purchase of products with eco-labels, and the willingness to pay more for products with ecological labels. The determinant of trust in eco-labels has also proved to be an important factor influencing the purchasing intention of consumers. Based on the results, I can confirm the impact of the factors studied on the purchasing intention of consumers.
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