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There are number of motives for purchasing organic food. However, the most important one is the concern for one's own health that constitutes the main determinant of the positive attitude towards consummation of organic products. The second place, after healthcare, is the motive for environmental care, arising from the negative impact of the conventional agriculture. There are also regional discrepancies affecting the purchase of these groceries, when observing the consumers motivations. Despite the fact that the consumers worldwide are incline to and have positive attitude towards organic products, there is a certain percentage of the population that does not decide to purchase it. Thus, divergence occurs between consumers' preference and behaviour as a result of limiting factors.