Environmental awareness of Croatian consumers has become an increasingly popular topic in recent years, as well as a business opportunity in many segments. At the end of the 20th century the consumer was experiencing industrialization, which was exclusively concentrated on innovative products, methods of processing and new materials in all aspects of the economy. Not only it was experiencing a transformation in perception towards the environment, but also towards itself. When it comes to transformation in perception point of view, it means changing aspect from a consumerism perspective to a long-term sustainability aspect, which means the growing presence of ecology in the economic sciences, especially marketing. Furthermore, there is a growing trend of ecological orientation among Croatian consumers, whether it is food, recycling or consumer goods. The potential is recognized by the economical operators who turn their product offerings towards that specified group as targeted consumers. Therefore, because of its long-term potential for both human and the environment the environmental consumer awareness is addressed in this thesis. The first part of thesis deals with theoretical facts, where the models of consumer behavior were observed, ecology as a term, and all down to a relatively new but extremely interesting concept of ecological intelligence. The second part of thesis deals with the practical part, which analyzes the results of research conducted on a randomly selected group of people on the topic of environmental awareness.