Shopping malls are planned concentrations of retail spaces which enable consumption, these are places where a lot of free time is spent, places for socializing and entertainment. With the development of shopping malls, consumerism is increasingly mentioned. The meaning of consumerism often appears as an unstoppable and meaningless purchase, most often of unnecessary products. Consumerism is a global habit and people have a habit of shopping beyond their needs. However, consumerism can also be explained in a contradictory way, it is a set of measures aimed at consumer protection. The notion of shopping center and consumerism is inextricably linked to the notion of consumer behavior. Consumer behavior is the research of an individual or group during a purchase. Researching consumer behavior tries to find out: what factors influence their purchase, their desires but also their opinions about production after purchase. There are few factors that affect consumers' choice of favorite shopping mall, the location and attractiveness of the shopping mall is one important factor. This research will try to determine the impact of locations and attractiveness of shopping centers on consumer behavior on the example of Northern Croatia. The research of shopping centers in Northern Croatia will focus on the following counties: Varaždinska, Koprivničko-križevačka i Međimurska. The shopping centers in these counties, due to their size and in relation to the number of populations, also in these counties, are relevant for the implementation of research in Northern Croatia.