To date, a total of 31 products have been protected in Croatia, of which 14 products are registered with a protected designation of origin (PDO), and 17 products with a protected geographical indication (PGI). The aim of the research was to determine whether consumers know products with geographical indications, to determine their purchasing behavior related to such products and to determine which factors influence consumer purchasing behavior. The online survey was conducted on a convenient sample of 200 respondents. A small number of respondents recognized all the indications in the picture, which included a protected geographical indication, a protected designation of origin and a guaranteed traditional specialty, but most respondents still recognize or at least have heard of the names of the designations. Most respondents are more willing to buy a product if they know which region it comes from, and more than half of respondents believe that products marked with geographical indications have a higher value. Slightly more than 2/3 of respondents buy products marked with geographical indications only occasionally, most often in supermarkets. More than half of the respondents are willing to set aside more money for products marked PDO and PGI, and most state that they may buy such products in the future. Respondents with a higher level of education and with a larger number of household members are more likely to buy products marked with geographical indications.