Abstract: The potential of ecotourism certification system has a promising development, considering increasing demands for environmentally friendly accommodation facilities for tourists on their vacations. The importance of the certification system and its impact or influence on the economic, social environment but also on the natural environment is a very big one. The opportunities offered by the certification activity are very wide, offering a number of advantages to the local communities, but also to the tour operators in the areas where such a system is implemented. That is why the standards regarding the ecological labeling have been developed and have been introduced in the national and regional systems of life cycle analysis of the products.The goal of the paper is to highlight the current situation, possibilities and approaches to ecological certification in tourism in Romania and to bring to the fore some fundamental elements regarding the ecological label. To determine the current attitude of the Romanian consumers towards the ecological labeling of the products, an questionnaire was carried out. It focused on identifying the perception of Romanian consumers towards the ecological label and how it influences their buying behavior.Based on the results of this research, we could observe the high level of notoriety of eco-labels among Romanian consumers, but also a nebulosity regarding the notion of eco-label, the uncertainty making its presence among our respondents.