Nowadays consumers are interested in ecologically clean products due to health and environmental reasons as well as the increasing concern for safe and quality food. According to market research studies the most preferable organic product in EU is olive oil. In this paper an attempt is made to examine Greek and Dutch consumers' perceptions and attitudes regarding organic olive oil. The main objective is the identification and examination of a set of criteria affecting consumers' purchasing behavior such as health, quality, packaging, pricing and naturalness. A market survey was conducted in major cities of Greece and Holland. Quantitative data of purchasing and non-purchasing behavior, purpose of usage, knowledge and attitudes toward organic olive oil and willingness of consumers to pay a higher price than conventional olive oil were selected. Finally, recommendations for improvement concerning the marketing of organic olive oil are offered.