The aim of this thesis is to point to the importance of consumers and company responssible consumption. The work is divided into four chapters, the first one is focused on the characterization of the theoretical backgrounds of socially sustainable development, green marketing segmentation, green consumer segmentation and eco-labeling. In the second part of the thesis, we have chosen to set the main goal and some partial objectives. In the third part we determined the methodological procedure used in the survey and the last part deals with the evaluation of the results obtained from the questionnaire survey and the discussion.