Encouraging positive changes in consumer behavior through the strategy of socially responsible marketing is the topic of the final paper. First, the paper will explain the concept of socially responsible marketing and its subtypes, general welfare marketing, green or sustainable marketing and non-profit marketing, and each subtype will also be explained separately. The paper will clarify ethics and consumerism, important concepts when talking about the protection of consumers and their rights. Then, attention will be paid to the concept of consumer behavior and the factors influencing this behavior will be identified. Through the analysis of Konzum's "Zvjerići" campaign, it will be shown how the campaign actually affected consumers and whether consumers really changed their behavior due to the campaign, which is based on socially responsible marketing. A brief review will also be given to the question of whether socially responsible marketing really encourages positive changes in consumer behavior. In order to investigate these topics as well as possible, research will be conducted with the aim of better insight into the attitudes of consumers towards changes in behavior caused by socially responsible marketing. The primary data obtained from the research will help in better understanding the consumer's perception of socially responsible marketing and how it affects them as consumers. At the very end of the paper, the results of the research will be considered and the hypotheses that have been set up will be analyzed.