is among EU countries where the growth of the sector could be qualifi ed as dynamic. The number of organic producers increased from 72 in the year 2000 to 2775 in 2008. Romania declared to provide further support to the improvement of quality in the organic sector. Organic food will be processed minimally in the future. The specifi c taste and traditional regional specialties will be more appreciated [Rural Europe, 2009]. But biologically active substances in organic food are interesting for the consumer and food industry as well [Ivanišová et al., 2013]. Important approach is health safety of organic products, e.g. pesticide residues were confi rmed only at crops grown on conventional farms, at organic grape bunches no residues were confi rmed [Turgut et al., 2011]. The decision-making process of consumers buying organic food is infl uenced by several cultural, social, personal and psychological factors. Psychology of the sale is a key area of consumer behavior and consists of several factors. The psychological factors include perception, learning or knowledge, opinions and attitudes, as well as motivation. An integral part of these are thought processes that determine purchasing decisions.

At food purchase consumer is affected by several factors. In this work analysis of consumer behavior at chocolate purchase was performed involving 277 respondents. Statistical testing of results was performed by Chi - Square statistic, correlations have been tested with use of the Cramer's coefficient. It was found, that 86% of respondents consume chocolate. Factors affecting respondents at purchase were recommendations of friends, acquaintances (32%), brand of chocolate (24%), price (16%), personal experience (12%), health restrictions and allergies (11%). Less important factors when choosing chocolates are flavor (4%), nutritional quality (3%), country of origin (2%) and chocolate packaging (1%). In the consumption of chocolate moderate correlation among various categories of economic activity of respondents was confirmed. Chocolate was consumed mainly by respondents whose monthly income ranges from 801 to 1001 €. We found that consumers prefer milk chocolate followed by dark and white at the end. In terms of gender the most commonly was chocolate consumed by women, once to three times a week. The same frequency of chocolate consumption dominates at the categories of students and employee. Expenses frequently spent to buy chocolates were from 1-3 € per week by young people (18-23 years) and middle age generation of people (46-55 years).