This thesis is linked to a scientific study by Patino et al. (2014) on the importance of marketing practices conducted in Baltimore, USA. Leading companies, but also others that are fighting for their market share, are constantly developing new forms of business for the necessary growth and survival. An important factor in attracting customers is the way companies relate to socially responsible business and which socially responsible marketing strategies they use. The aim of this research was to examine the importance that adults in the Republic of Croatia attach to socially responsible marketing practices in the banking services market. Theoretically, socially responsible business and its bases and the financial services market are defined. Using a survey questionnaire, the data of the observed variables were collected and empirically processed. It has been proven that there is a statistically significant difference between men and women and a difference in relation to the age of the respondents regarding the importance of socially responsible marketing practices. The results showed that there was no difference in perceived importance with respect to household income as well as the number of banks whose services respondents use. Also, based on the results, we can conclude that the dominant way of using banking services is important for the perception of the importance of socially responsible marketing practices.