Green consumers in the Republic of Croatia are becoming an increasingly important consumer segment. In addition to domestic green consumers, green consumers in foreign markets are also getting closer to economic entities. Globalization and other changes in society have connected and brought together many markets and consumers, thus enabling economic entities to more easily and efficiently meet their needs and desires. Thus, it is important to understand how consumers perceive environmental changes and how they affect their attitudes when choosing products, and to determine the importance of organic marketing to their purchasing preferences in everyday life. In accordance with the topicality and relevance of the issue, the subject of this paper will be the impact of environmental marketing on consumer buying behavior, which will be determined by examining the population through an online survey. The basic goal of this paper is to examine the impact of environmental marketing on consumer buying behavior as a basis for business improvement, and the application of environmental marketing of market participants. In the theoretical part of this paper, the very concept of eco-marketing is explained in more detail with special emphasis on the differences in relation to traditional marketing. But the emphasis is on the research presented in the empirical part of the paper. The survey was conducted using the Google Survey tool in the period from July 27 to August 27, 2021, and 244 responses were collected. Although a significantly larger number of respondents responded to the survey, compared to the number of respondents, they are people of almost all age groups, level of education and can be greatly differentiated according to other characteristics. Special emphasis was placed on the questions in which the respondents were asked to state their agreement or disagreement with the stated statements, on the basis of which certain conclusions were made. Finally, since all three auxiliary hypotheses have been accepted, the main hypothesis is also accepted, according to which it is concluded that the application of eco-marketing influences the purchasing behavior of consumers.