The structure of the dissertation consists of an introduction, three chapters and a conclusion. The first chapter explains the action and how to direct action in implementing the objective of the campaign, second chapter discusses consumers, and explains consumer behavior, while the third chapter explains the action "Buy Croatian" and the impact of the action "Buy Croatian" on consumers. The aim of the dissertation is to show the positive impact of the implementation of actions to consumers. Action "Buy Croatian" of the Croatian Chamber of Commerce represents the action of the general social purposes which strongly promotes and supports the local economy with the primary intention of raising awareness of the importance of buying local products in order to contribute to the strengthening of the Croatian economy, increasing its overall competitiveness, and the consequent strengthening and preserving the national identity. The main objective of the campaign is a comprehensive promotion of the Croatian economy, as much as raising the awareness of the importance of buying Croatian products. Due to the huge success that it received, a classic action "Buy Croatian", Croatian Chamber of Economy in 2015 introduced a new concept, the concept of specialized action "Buy Croatian - Croatian product for Croatian tourism". The main objectives of this project are to permanently connect suppliers, manufacturers and customers in the tourism sector by networking through B2B meetings, thematic panels and presentations, and to educate young generations and citizens of the existence of quality Croatian products and giving importance to the tourism sector as an important distribution channel for Croatian products, while their goal is to reduce the dependence of tourism on imported products. Thus, the connection between hoteliers and Croatian producers is raising the realisation in synergy effects in Croatian tourism and the overall economy, which aim is the promotion of Croatian products, as well as promoting Croatia as a tourist destination. The objectives of the newly created project as linking suppliers, manufacturers and customers in the tourism sector, reduce dependence on the import of foreign products and encourage the production of local products. Synergistic effects of Croatian tourism and the overall economy are achieved by connecting the Croatian producers and hoteliers, generating the promotion of the Republic of Croatia as a tourist destination.