The purpose of the paper is to analyze general information on consumption and socio-demographic variables in relation to the willingness to pay (WTP) for organic products in the Republic of Serbia. The study is based on the survey responses of 398 individuals and the data obtained from the survey was analyzed using the chi-square test. The factors significantly affecting WTP premium prices for organic products include higher disposable household income, older age group, gender, urban surroundings, larger household size and higher educational level. Male and female consumers, living in towns, in a family of up to 4 persons, with higher education, and within the income range of 500-2,000 euro a month would be willing to pay a premium up to 20% once a week for organic products. This paper provides further insight into WTP for organic products among consumers from a developing country.