JAVORSKÁ, Klaudia: Consumer preferences when buying organic food in the Zvolen region [Diploma thesis] - Technical university of Zvolen, Department of Marketing, Trade and World Forestry. Thesis supervisor: doc. Ing. Ján Parobek, PhD. Zvolen: TU, 2021. 69 p. Organic food is considered as a phenomenon of the present, promoting it as the healthiest food on today's market. The aim of the diploma thesis is to determine the preferences of consumers when buying organic food in the Zvolen region. The primary research was carried out on the basis of theoretical knowledge applying the questionnaire divided into four parts. The last part of questionnaire contains a detailed identification of the respondent and the main part contains questions focused on the level of respondents' knowledge of organic food and their current shopping behaviour. Last but not least, a subjective view on local organic foods was analysed. The results of the study funded a positive attitude of consumers towards organic food. However, on the other side, they are not willing to accept higher prices than max. 25 %, compared to the prices of conventional food. The survey confirmed the hypothesis that in our region there is a large representation of consumers who prefer individual cultivation of local organic food, but the analysis also identified a problem with distrust of the label "bio" for some products.