Nowadays, when people work more than eight hours per day and when the "eight hours of work,, eight hours of fun and eight hours of sleep rule" doesn't exists,it is in everybody's interest to rationally use their free time. It would be best to get all the necessary things just in one place. Trade has recognized this problem and has offered a solution in form of shopping malls. Shopping mall is actually a little indoor city that offers a wide range of services under one roof such as shopping (either food or non-food products), clothing, groceries, good restaurants and financial services. This type of trade form has significantly affected shopping and social habits of Croatian consumers especially consumers placed in Zagreb. Shopping malls, so called "Americanized type of trade forms" are positively accepted in the Republic of Croatia. That is evidenced by the speed and the amount of construction of shopping malls in the past few years as well as attendance itself. The main objective of this paper is to research the degree of consumer’s loyalty to shopping centers in the main city of the Republic of Croatia – Zagreb.