In this paper I am going to talk about consumers protection and how to protect consumers in Croatia and European Union. Considerate this, we can say that consumers are people who buy products and consume services, which are provided to them in a particular market at a certain time. It is important for consumers to study their behavior when they are buying certain products. Consumers behavior is followed by company in order to be able to predict and understand their behavior. There are three types of factors that influences consumer behavior while shopping: Social factors, presonal factors and psychological factors. In this paper, I will mention what are the fundamental and basic rights of consumers, and how to protect yourself if there is unfair treatment of consumers. Consumer protection associations have an active activity in educating and informing consumers about their rights. This is one of the fundamental objectives of consumer protection policy. All in order to make it easier for consumers to navigate a multitude of complex regulations and enable them to exercise their rights more effectively.