Pro-environmental consumers – a possible source of entrepreneurial opportunities in Croatia

Sa？etak With the ascending trend of endangering our natural habitat, it is imperative for consumers to become eco-aware and adopt a healthier lifestyle to preserve our environment and increase the consumption of environmentally friendly products and services. The empirical investigation of the components of the theory of planned behavior, conducted in this paper, determined the actual level of ecological awareness. Furthermore, the results pointed out that positive attitudes towards preserving the environment and own health, knowledge, and awareness about our environment, and a healthy lifestyle, represent statistically significant predictors of buying and behavioral intentions, and eventually proenvironmental behavior. The analysis showed that elderly and female respondents are more pro-environmentally oriented. This research revealed a considerably lower share of the LOHAS segment, i.e. dominant share of somewhat ecologically aware consumers, in comparison to other available EU and domestic research results. It implies that there is a modest potential for green products consumption in Croatia, as well as for new entrepreneurial opportunities