The socio-economic parameters of organic farn1ing in the restructuring of small to medium agricultural economies, such as that of Greece, are of significant importance. In these cases organic farn1ing seems to offer a promising alternative and profitable agricultural practice, particularly where organic olive oil is concerned. The paper aims to find, with a statistical assessment, the criteria that the consumers use in order to choose organic products and their willingness to pay in order to buy them. An overview of the Greek organic farming structure is presented and the subjects of the supply of, and demand for, organic olive oil are discussed. A market survey2 was conducted in several areas of Greece in order to record quantitative data, preferences, purchasing criteria, buying procedures and attitudes towards organic olive oil.