The purpose of these studies was to establish the stereotype of organic food among adolescents and to determine the level and the directions of the eco-consumption. Also, to indicate the population of young eco-consumers who are susceptible to certain methods of promotion of food produced by ecological farms. The poll of 649 students from Rzeszow and Jaroslaw was studied. The interpretation of results was carried out by the principal component analysis and multidimensional scaling. It was found that the stereotype of organic food was based on the assumption that this type of food is free from chemical contamination and undesired additives. The group of consumers can be divided into two subgroups: the consumers who derive food from their “own” production (i.e. the village youth from low-income households) and the consumers who purchase food in so-called health food stores (i.e. the city population, college students before graduation and the youth from high-income households). “Ecological life-style” is preferred by the women of up to twenty years of age and the youth living in small towns in average-income households. The men of up to twenty years of age living in cities are the most susceptible to advertising and current fashion. Female senior high-school students, and the youth coming from small towns and high-income households are two consumer groups who will most likely choose eco-consumption if they are convinced that eco-products can have a positive influence on their physical appearance.