Olive growing is one of the fastest growing activities, both in the coastal part of Croatia and along the Mediterranean coast. Through state aid, and the development of tourism and increasing demand for olive oil, olive growing is developing and growing both in Croatia and in foreign markets. By strengthening the knowledge about the effect of olive oil on human health, the number of consumers is growing in regions where olive oil is not represented to such an extent. Although olive oil production is developed in the Republic of Croatia, it is still not sufficient to meet the demand for it. Therefore, olive oil is imported, and olive oils of various origins can be found on store shelves. The main goal of this paper is to conduct research to determine the demand for olive oil and consumer attitudes when buying, and their choice with regard to supply and alternatives between olive oils of different origins. Based on the initial research hypotheses, a survey questionnaire was designed with questions that would help to come to a conclusion whether the given hypotheses can be accepted or rejected. Through questions about price, quality, substitutes and consumer income, we get a picture of the demand for olive oil and the consumer's attitude towards olive oil and the final purchase decision. Hypothesis testing led to a certain conclusion and the main goal of this research. The first hypothesis that deals with the issue of the price of olive oil is focused on the opinion of Croats about whether Croatian olive oil should have a higher price than imported oils and whether they are willing to pay a higher price for domestic olive oil. Statistical processing showed that there is a positive correlation between participants' opinions on the price of oil and willingness to pay a higher price, ie respondents who believe that Croatian oil should have a higher price are willing to pay more money for domestic product than for imported. The second hypothesis assumes that the quality of olive oil greatly affects the demand for the same. The implementation of regression analysis confirms the second hypothesis and it was found that people who believe that olive oil is of good quality, are more willing to use it in everyday use.