Attitudes and purchase decisions of Croatian consumers concerning choosing sustainable product

At the time when natural and non-renewable resources became scarce sustainability marketing will be the 'usual way' of doing business. Sustainability marketing is gaining a momentum in developed countries, but companies in Croatia still neglect the new paradigm. Since marketing orientation states that companies' efforts must be focused primary on customers' needs and desires the goal of this paper is to examine level of the importance of sustainability marketing for consumers in Croatia. Second purpose of the paper is to raise awareness level about need for environment protection, socially responsible behaviour and implementation of sustainability and renewability as important external environmental variables for each company to consider when shaping value offer for consumers. Conduced empirical research has provided an insight about particular sustainability factors which are important to consumers and in accordance to them the basic sustainability marketing activities for Croatian consumers have been proposed.