The evidence for a sustainable perspective method is not a relatively small phenomenon in the EU and around the world; and eventually costumers are the last link of supply chains. But many consumers do not care about different values of food, they do not pay attention to information about food product. The aim of the paper is to investigate effect of gender on control behavior when purchasing a new kind of cheese. Data were collected in the Czech Republic using a paper based questionnaire. Respondents were university students. Differences between genders in these variables were tested using ordered probit model. Stata was used for data analysis. Findings are that nutrient value of the products, name of the products, producer, the origin of the product, Internet information are significantly impacted by gender. Namely, female are more considerate of the nutrient value of the products they buy, of the name of the products, and producer; they search for desirable information on the labelings, than man. Contrary, man are more considerate of the origin of the product, and of Internet information on the product. The remaining variables were not significantly influenced by gender. Gender variable can be regarded as an indication to explain why some consumers have a positive attitude to solving food-related issue. These findings can help to understand the role of gender on consumer behavior, and may be relevant where there is an organic market at the beginning. The study also underlines the importance of effective nutrition education which should incorporate gender differences, it represents a key issue in human health and is compliant with the WHO as stated that “the increased knowledge and evidence of the impact of gender inequalities on specific health problems and health services and of successful responses, and developing tools to promote and expand health sector policies, interventions and programs that systematically address gender concerns”.