The dynamically developing trend of sustainable consumption is manifested, among others, by the growing interest in organic products on the part of consumers. The aim of the article was to identify the behavior of Polish consumers on the market of ecological products and to establish a link between their ecological awareness and willingness to buy ecological products. The authors put forward a hypothesis that there is a relationship between the consumer awareness of the concept of sustainable consumption and the consumption of organic products. Consumer awareness means making informed choices based on knowledge that is expressed in the attitudes and sometimes preferences of the food brand. The research was conducted using a proprietary survey questionnaire. A total of 1,067 respondents participated. Statistical analysis was assisted by the Statistica 13.1 PL software, which includes descriptive statistics, discriminant function analysis and regression analysis. Motives were identified that are of crucial important to the consumer deciding to purchase organic products. These include: beneficial health effects, content of nutrients, no additional substances used in food production, taste, and others. A statistical relationship was established between environmental awareness and tendency to buy organic products. The proposed model, which outlines the relationship between environmental awareness and tendency to buy organic products, includes the following variables: care for the environment and animal welfare, no harmful substances used in food production, low level of processing, short shelf life.