In the last twenty years, hemp has experienced a renaissance in the world. In this research, the goals are to determine the behavior of consumers in the purchase and consumption of food products made from industrial hemp, to examine the perceived benefits and barriers of consumers in the purchase and consumption of food products made from industrial hemp. The online survey was conducted on a convenient sample of 201 respondents in the city of Zagreb and Zagreb County. The results show that almost half of the respondents consume such products, and most buy them several times a year. When buying, they prefer products from the Republic of Croatia and EU member states. Respondents spend between €5 and €25 per month for these products, and the most common places of purchase are specialized health food stores, the Internet and supermarkets. The most important features when choosing these products are the price, the appearance of the packaging and the size of the packaging. More educated respondents and women show more interest in product brand and country of origin. Respondents have a positive attitude towards these products and perceive them as healthy and useful for nutrition. They also rate their usefulness in reducing the risk of chronic heart diseases highly. The biggest perceived barrier to buying these products is price. The results can help in developing marketing strategies to increase consumer awareness and sales of these products.