The subject of the paper is the attitude of Croatian consumers towards domestic companies and products on the market. Attitudes are evaluations of people, ideas or objects, i.e. objects. Consumers are often influenced by motives, and positive motivation encourages them to buy certain products, while negative motivation will deter them from buying. Consumer attitudes are most often associated with their behavior. Consumer behavior is the name for a specific form of human behavior during procurement, i.e. buying products and services. The country of origin of a particular product has a strong influence on the product rating. Differences in the economic development of a certain country affect the evaluation of products by consumers, that is, the reputation and image of a certain country have an impact on the evaluation of products. Each country has a certain image in the minds of consumers, that is, consumers have a set of beliefs about a country, and in this way, the country of origin can play a big role in creating a competitive advantage and can act as a motive for decisionmaking. Recently, the idea of the necessity of developing the domestic food sector has been emphasized more and more, and local food is mostly mentioned in the context of sustainability and safety. Podravka is one of the most famous Croatian food companies and one of the leading companies in Southeast, Central and Eastern Europe. The fundamental values on which the development of Podravka is based are creativity and innovation. According to the choice of consumers, Podrava received recognition for the recognition of Podravka and its products as a company that has an extremely positive impact on society and the environment, which consumers consider a socially and climate-responsible company. Consumers perceive Podravka as a company that cares about the environment and human rights, reduces its carbon footprint, takes care of the consumption of energy and natural resources, and is also dedicated to recycling. Consumers recognize the responsible practices implemented by Podravka.