Businesses and consumers face serious environmental problems around the world. Natural resources are depleted due to huge economic expansions, leading to the problem of balancing the environment and human activities. The constant growth of economic activity and consumption of natural resources has burdened the environment through the purchase and use of products. Therefore, consumer awareness of consumption patterns is increasing and requires environmentally friendly solutions, with less harmful effects on the environment. The serious need for organic products is increasing all over the world and people are becoming more aware of the use of green products for environmental purposes. Consumer decision making regarding green products is heavily influenced by awareness, and green shoppers always prefer to spend their money to buy green products, no matter the price. This graduate paper studies the issue of environmental awareness of consumers with an emphasis on Croatian consumers. Environmental awareness has become one of the main guiding threads of the modern consumer, who makes the purchase decision, among other things, according to the level of their own environmental awareness. The growth of consumer power through reflection, information, freedom of speech and channels of expression of preferences has forced producers and sellers to respect the environmental component. Consumers themselves are divided according to the level of environmental awareness, which can range from full environmental awareness to awareness that recognizes only some segments of consumer environmental responsibility. The paper starts from general factors that influence consumer behavior, such as social, personal, and psychological factors. This is followed by the definition of environmentally conscious consumers, and the segmentation of consumers according to Roper Starch Worldwide and LOHAS. This is followed by observing the state of environmental awareness of Croatian consumers from a theoretical point of view and by conducting research on a selected sample of respondents. The paper concludes by drawing conclusions based on secondary and primary data collected, through the theoretical and empirical part of the paper.