When it comes to green products, green marketing is a new marketing direction Green products are products which use does not harm the environment, but also in one way, products through care for the environment, care for the consumers themselves is encouraged. Green marketing products are adapted to the needs of consumers and the products are marked with different labels so that consumers know that they are environmentally friendly products. When creating a green marketing product, it is necessary to pay attention to its design, the previously mentioned labels and how the product should be positioned in order to stimulate the interest of the consumer. Along with the green marketing products themselves, socially responsible business and the sustainable development of the company are also connected. In order for the consumer analysis to be as successful as possible, it is first necessary to understand who the "green consumers" are, how the market segmentation was carried out and which strategy is the best to approach them. Given that these products are relatively unknown to consumers, the primary research conducted among the inhabitants of the Republic of Croatia gives a closer insight into the knowledge of green marketing products and how these products can be closer to consumers through better positioning.