A large number of products of different quality are offered on the market today. Consumers, with the aim of satisfying their needs, are looking for products and services that will suit them in terms of price and quality. In recent years, the awareness of environmental protection has been increasing, so the production of products that are not harmful neither to the environment nor to people has slowly developed on the market. Consumers increasingly decide to buy ecological products and even spend more money on them, all of which is encouraged by green marketing. Green marketing aims to create products and services that are safe for the environment and at the same time bring them closer to consumers while adjusting the price. Ecological products are created from ecological production, and this production is carried out under special conditions so that the final product can carry an ecological label. There are many ecological labels and consumers are not very familiar with them, which results in a decrease in sales. The aim of this paper is to investigate how much consumers of different ages, habits, income, etc. know about labels and how often and why they buy, or don't buy, ecological products. Every ecological product produced in the European Union must have the European ecological label on it, and in the Republic of Croatia there are two labels controlled by the Ministry of Economy and Sustainable Development; EU Ecolabel and Friend of the Environment. We know three types of labels, and the goal is to bring them closer to consumers and gain their trust.