Price premium means a higher price compared to conventional products which is justified by the added value the product has for the customer. In the case of an ecological product, the price premium is most often a reflection of additional costs in the production process that is in line with the requirements of environmental protection, the local community and society as a whole. The price premium is justified by the real value that the organic product has for the consumer. Through the paper, in theoretical and practical terms, it was determined that the price premium is the most important factor influencing the decision to purchase ecological products. Consumer attitudes towards the environment and sustainable development are not the only things that are important for shopping to ultimately take place. Caring for the environment and sustainable development does not have to result in creating the habit of buying ecological products, because the contribution to environmental protection can be made in other ways. It is important for marketing professionals to discover the factors that affect the willingness to pay a price premium. Some of them are the nature of the product, the level of credibility in the market enjoyed by the economic entity and the product, perceived quality, price sensitivity of consumers, etc. It is necessary to focus on those factors that the company, ie marketing experts, can have an impact on. The paper also reviews the research on the price premium of ecological products and consumer attitudes in the Republic of Croatia. The theoretical assumption that the price premium is indeed the most important factor influencing the purchase of an ecological product has been confirmed, but other factors are also important, especially perceived product quality and trust in the manufacturer and the product.