The present study reviews the attitudes and behaviours of the customers toward products which are "respectful" for the environment. To address the issue in a wider perspective, this paper also encompasses various aspects of ecodesign from producer's point of view. Two surveys were conducted. The purpose of the first survey was to investigate the awareness and intention of the Slovenian customers to purchase green products, their perceptions and attitudes towards green products. The second survey was directed to organizations to examine their attitudes toward green products and environmental issues. The study revealed that the green products have substantial awareness among Slovenian customers. The results received from the study were illuminating, and encourage the possibility for integration of environmental aspects into products, since 94 percent of respondents expressed a desire for more "green" products available on the market. For the customers the most important quality characteristics of the product are: quality, usability and practicality followed by environmental ones. Survey results indicate that environmental concern plays a fundamental role in organizations. According to the results, concern for the environment is the most important criteria that encourage organizations to introduce environmental management system (EMS) standard (mean=4,2 on a scale of 5).