The protection of consumer rights is a field which protects the basic rights of citizens who maintain the role of consumers. The subject of research in this paper is consumer protection instruments in the Republic of Croatia, as well as consumer protection stakeholders, the Ministry of Economy and Sustainable Development the National Council for Consumer Protection, associations for consumer protection and the functions of the aforementioned stakeholders. The origin and concept of consumer protection are explained and the history of consumer legislation is presented. The aim of the analyzing this field is to show the familiarity of the consumers of the Republic of Croatia with the way of accomplishing their own consumer interests. The purpose of the paper is to show the importance of exercising consumer rights in today's market. The paper describes the fundamental rights of consumers in the market of goods and interests, as well as the operation of the consumer protection policy and the policy of sustainable consumption. Through the policy of sustainable consumption, certain ways of informing and protecting consumers are explained through certain logos and declarations. The ethical and environmentally friendly operations of certain business entities in the Republic of Croatia are presented through examples of best practice. The paper conducts research in which the questions posed to the respondents show the extent to which Croatian consumers are familiar with the institutional holders of consumer rights protection and product declaration labels, as well as ways of protecting their own consumer rights and interests. Respondents express their satisfaction or dissatisfaction with the protection they receive within the framework of the respective legal acts. The research also shows the level of consumer consideration in the Republic of Croatia regarding the ethics of business entities when making purchasing decisions.