| Summary: | The aim of this study is to examine customers’ attitude towards organic foods, and their relationship with demographic and individual values. The study is based on examination from the customers’ perspective of “universalism” and “goodness” which one among the values of the value theory, consist of 10 life – value as developed Schwartz. A questionnaire was applied to 500 participants. The data gathered by questionnaire were analyzed by SPSS program. The research has shown those families under 40 years old, with 1 or 2 children and over 1000 NTL and especially women with these characteristic are more sensitive toward organic foods than other socio – demographic groups. Individuals, who are positive toward organic food, are sensitive to environment, self reconciled and hold values friendly to the nature. Moreover these individuals are also tolerant, idealistic charitable, responsible and wish a peaceful and beautiful world.
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