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It is important for every consumer that the product he consumes is of good quality and safe for his health. An organic product for the consumer means quality and health. It is of crucial importance to look into the the organic food market, and based on that determine what the goals are and create a strategy to achieve the set goals. The organic market is the main source of information for organic food producers. Before organic products are being placed on the market, the target group of consumers to whom the marketing mix will be directed should be determined on the basis of information from the market. Various surrounding impulses affect consumer behavior, so it is necessary to continuously monitor all important factors, in order to meet consumer demands in a timely manner. Consumer behavior in the market is the result of the tendency of consumers to best meet their needs and desires. The goal of the research is why and how consumers buy and consume certain products, respectively, what are the motives for their purchase. The research was conducted in the period from September until December 2020. on the sample 250 respondents in the territory Republic Serbia. Field research was conducted through a questionnaire consisting of seven question and based on the answers received, the results were processed. The most important indicators of this research are that consumers are less likely to buy organic products due to the lower purchasing power of the population, but also insufficient information, and the main motive for buying is that organic products are healthy products.

In order for the processes of environment protection and improvement in the Republic of Serbia to be more efficient, certain financial investments are necessary. After an introductory overview, the aim of the research was presented, which is to show correlation between costs and tax revenues in the field of environmental protection. The linear regression model and Pearson's correlation coefficient were used for the analyses. The paper presents economic instruments in the field of environmental protection for the period 2009-2018. Data obtained from the National Statistical Office were used. The state of the environment, as well as the goals related to European integration with the opening of Chapter 27, show that the presented data relating to the environment in the Republic of Serbia are very worrying and represent one of the key problems for policy implementation. The obtained results showed that there is a significant degree of correlation (r = 0.887). The current situation indicates that special attention should be paid to this topic, especially in terms of finding mechanisms for providing the necessary financial funds.