A lifestyle is a way of life based on a set of values, attitudes, behavior and habits of an individual or a group of people. It is often considered one of the most important indicators of social status and identity, as it reflects the preferences and values of an individual or group in a certain social community. Also, it can be related to the economic and social conditions of the individual, such as income, education and place of residence. The diploma thesis entitled Western lifestyle and its impact on consumers in Croatia aims to clarify how Western civilization developed, how trends developed and how people lived in the West, it aims to clarify what lifestyle is, the influence of famous people and trends on lifestyle style and consumer awareness in Croatia, with an emphasis on the female population and generation Z and the types of lifestyle concepts that are present today. Furthermore, consumer culture, the influence of consumption on consciousness and other relevant terms related to the topic of the paper are to be clarified. After the theoretical part, the goal of the research is to examine (using a questionnaire) the influence of fashion trends on the behavior of women and how susceptible women are to copying the behavior of their idols on social networks. Also, the paper aims to investigate the attitudes and values of the young generation Z in relation to traditional values, social problems and their level of tolerance and acceptance of diversity. Furthermore, the research aims to determine the influence of brands and the consumption of signs on the choice of lifestyle and to understand the motivation for buying branded products as a means of identification with a certain lifestyle.