Consumers demand as carriers of crucial interest to society, economic development and enterprise. It is therefore necessary to explore ways of how they make decisions and how they behave, and to a variety of policies could better protect the interests and guide their behavior. In cases where human behavior is caused by lack of knowledge or information, education and information campaigns can help solve this problem. The protection and preservation of the rights of all European citizens is one of the most important goals of the European Union, because it is increasing consumers' rights can contribute to stimulating the economy and trade. The actuality of topics reflected in the increasingly frequent application of the concept of business where the consumer just and satisfying their needs stand out as the main guidelines. The emphasis is on improving the safety of consumers, increasing knowledge of consumers, improving the implementation and harmonization of key economic policies of economic and social change. Behavior and consumers often view the short-sighted, even in the case of very important items, such as sustainable consumption and health. The aim is to determine how and in what manner the achievements in the field of behavioral economics can contribute to the improvement and development of consumer policy particularly in Croatia. At the core of behavioral economics there is a belief that the economic theory which is based on The psychological foundations of theoretical knowledge and create better predictions in this area, as well as to suggest the creation of better policies. Consumer behavior focuses on how individuals make decisions about their consumption of resources (time, money and effort). This includes decisions about what you buy, the reason for the purchase, frequency of purchase and use, assess the value and impact of these estimates on a future purchase.