Retail companies whose primary activity is the sale of children's clothing and which apply socially responsible business, contribute to sustainable development and thereby achieve positive.. Socially responsible business is, therefore, a concept in which companies integrate cultural and ethical standards into their business, emphasizing the philanthropic dimension, but also care for the environment and human capital as a fundamental part of their business. The main object of the work was to investigate consumers' perception of the socially responsible business of retailers of children's clothing and to find out to what extent they are familiar with the concept of socially responsible behavior, as well as whether the customers themselves are socially responsible persons, and ultimately to try to understand how they think and behave when shopping children's clothing. The research showed that most respondents are aware and familiar with the concept of socially responsible behavior, but despite the growing importance of this concept, they do not behave in this way. The paper, therefore, describes the specifics of socially responsible business in the retail of children's textiles in Croatia and analyzes their influence on the attitudes and behavior of consumers when purchasing children's clothing. The conducted survey found that the majority of consumers in Croatia do not consider the socially responsible activities of the textile industry when purchasing children's clothing, and that the degree of mistrust towards the motives of socially responsible business is still relatively high. However, the research also pointed to the trend of consumer sensitivity to socially responsible activities aimed at sustainable development and to initiatives aimed at protecting children and young people.