Introduction Organic food is widely believed to be healthier, tastier, and more eco-friendly than food produced with the help of genetic modification, pesticides, and other chemicals. In a study titled Organic Foods: Do Eco-Friendly Attitudes Predict Eco-Friendly Behaviors? Dahm et al. analyze the causes of such beliefs focusing on the connection between them and actual consumer behavior. The research is based on the sample of students enrolled in one course, and it studies their attitude to organic food, consumer preferences, and opinion on other eco-friendly practices. The researchers note that women between the age of 30 to 45 were the primary organic food consumers, but the tendency shifted as younger generations are more environmentally conscious today (Dahm et al. 125). The example of organic food consumption shows that personal eco-friendly attitudes are strongly connected to eco-friendly behaviors, despite such barriers as price and accessibility. Factors that Influence Attitude to Organic Food A personal opinion on organic food is assumed to be the main reason for consumer behavior. This attitude is formed under a series of circumstances, as several factors are believed to influence the perception of organic food. The knowledge of the concept, education of people about organic food qualities, and availability in the stores are among them. Besides individuals’ opinions, other problems, including personal income and accessibility, tend to influence eco-friendly behavior negatively. Knowledge of the Concept and its Seal The attitude toward organic food highly depends on what the consumers know about it and how they understand the concept. Organic food is described as “products grown without the use of pesticides, synthetic fertilizers, sewage sludge, genetically modified organisms, or ionizing radiation” (Dahm et al. 126). Generally, people have an approximate understanding of the notion, although it may not include all the aspects mentioned in the definition. According to Dahm et al., only less than half (49%) of the respondents identified the definition correctly, and even fewer students were able to recognize the USDA-approved seal for organic food (128). The connection between the knowledge of the definition and the seal was evident. Thus, the positive attitude towards naturally grown products is related to the knowledge of this type of food and its seal. The labeling of products as organic helps to raise consumer awareness of them. Nevertheless, such seals may function not only as sources of objective information but also as a marketing device and provoke subjective evaluations as the consumers. The findings of the research by Pilař et al. show that organic food labeling is “a useful tool for marketing communication” (924). The knowledge of consumers about organic food often promotes an eco-friendly approach to it. The study shows that those who know the definition and recognize the marking have a positive belief about it, thus highlighting the influence of knowledge on the choice (Dahm, 131). However, it is also possible that the relationship is the opposite, as those people who are interested in organic food feel motivated to learn that information. Health Motivation Several