Nowadays, sustainable development, i.e. a compromise between environmental, economical, and social objectives of society, is inevitably essential in order to reach the well-being of present and future generations. In this context the change in consumption tendency has been observed recently. It is characterized by the increase in consumers' environmental awareness, increased interest in eco-friendly, safe and "clean" products that do not pollute the environment. In terms of marketing, such changes determine the need to know the new, so called green, consumer and to adapt marketing solutions with the focus on ascertaining the expectations and satisfying the needs of such a consumer. Thus, this article presents the interpretation of the conception of a green consumer based on the investigations of both foreign and Lithuanian scientific works. When describing a green consumer, its profile is generalized in the article. It encompasses both demographic and psychographic-behavioural characteristics of a consumer. The article introduces the findings of empirical research into the demographic and psychographic-behavioural profiles of female consumers of eco-friendly food products in Lithuania.