Organic agriculture is a holistic production system, which sustains the natural soil activity, ecosystem and people. The new system is a reaction of producers of organic food to unsustainability of capital intensive agriculture. Organic food market develops progressively because of consumers' increased interest in nutrition, health and environment protection, with the European market for organic food being the biggest market for organic food worldwide. Organic food market in Croatia is in the phase of rapid development with characteristics of mature markets. Taking into account the offer of organic food in Croatian big box retailers, the market is definitely between the growing and the developed market. Theoretical part of the paper will sum up findings about characteristics of organic food consumers and address their buying behaviour, motives for organic food purchase and perception about organic food compared to conventional food. Research results show existence of significant relationship between organic food purchase according to the region, education level, place of residence, financial status, personal monthly income and monthly household income. Further on, insights from organic food purchase patterns from Croatian market show that frequent organic food consumers consider organic food tastier and healthier than conventional, and consider that organic food with the eco-label is safer for consumption than the food without the eco-label.

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The authors share results of a study conducted to measure the attributes of grocery stores that are the most important for consumers in a market recovering from war and transitioning to a market economy. Applying a trilinear coordinate plot, the authors develop a model that consists of those attributes. The findings led to conclusions that services and location, rather than the historically favored attribute of price, increasingly are key factors affecting store choice. Managerial implications are discussed and future research directions are suggested.

Retail companies on the Croatian market are confronted with fierce competition, forcing them to find new forms distribution channels. The development of information technology and broadly available access to Internet has created preconditions for new distribution channels. Multichannel marketing offers customers more than one option for buying something -for example, they can buy the same product on a Web site as well as in retail stores. The fact that more than 25% Croatian citizens are using Internet has set up conditions for creating a new retail distribution channel on Croatian market too. According to these presumptions, we have researched the level of presence of Internet retailing on Croatian market in total sales using examples of market leaders in Croatian market. Calculating the covariance between revenues from Internet sales and the overall retail revenues, we got the average value of products of their centred values. Furthermore, by means of comparative analysis we identified a correlation between overall reached revenue before and after having introduced the new distribution channel. The presumption states that the new distribution channel increases the overall sales revenues and it does not avert the demand away from existing distribution channels, as in fact some companies introduce new distribution channels into different demographic segments of the market or into different socio-economic groups of customers.