Retail is a specific process that has a great importance in the economy. Looking through history, retail is a part of economic branch that with its characteristics gives the features of a trade as part of the supply chain system. Consumers are becoming more demanding and the influence of marketing is growing. With an appearance of the economic crisis in 2008, purchasing power weakened and the market segment was lost, which was ready to give a higher price for higher quality. Market research indicates that corporate social responsibility is becoming increasingly important and is the fastest growing trend in the world, while Croatian retailers are lagging behind in this regard. Retail in Croatia has great potential for growth and development if there is a synergy starting from local, county to state policy that should make a real turn in the incentives of Croatian companies. By investing in research and education on environmental sustainability, it gives multiple results and a great advantage over the competition. The importance of applying a quality marketing strategy leads to global recognition and differentiation from the competition. Sustainable development is an essential segment in modern business and is becoming an important tool to achieve added value. It also becomes part of a strategy that actually marks and contributes to brand development through socially responsible business and listening to demand that is still greater than supply.