Today, the concept of sustainability seeks to achieve economic development that will be inclusive for all and from which everyone will benefit. The role of consumers in sustainability is reflected through the purchase of organic products that are safer for consumers health and better for the environment. Eco-labels on products are used to easily and quickly provide information to consumers, about the quality of labeled products. Despite their wish to buy organic products, consumers in Croatia face numerous barriers, of which the most common are the high price of organic produc ts and insufficient availability and diversity of the offer in stores. The aim of this study was to analyze consumer attitudes toward the offer of organic products in stores in Croatia and what affects their purchases. A study was conducted via an online questionnaire. In this study customers who frequently buy organic products are mostly younger than 35 years and have high education. Respondents stated that they consider organic products as healthier, of better quality and safer than conventional ones, but also that these are more expensive products with a smaller offer variety. Consumers are unfamiliar with the look and meaning of eco-labels present in Croatia, and during the purchase they rarely check whether organic products have the appropriate labels. In order to encourage sustainable consumer behavior, it is necessary to work on educating consumers about the benefits of organic products and the labels used to label them. In addition, it is necessary to work on greater availability and diversity of the offer in order to provide all consumers with an equal opportunity to choose organic products, because greater presence of organic products on the market would lead to their lower prices.