By applying the concept of socially responsible business, business entities try to voluntarily increase the standards of prescribed laws in business and thereby achieve a positive effect on society and the environment. Also, the application of this concept affects consumers. In addition to conventional products, there are also ecological products on the market produced by socially responsible companies, and the consumer's decision to buy between the two types of products depends on several elements. In order to understand the impact of socially responsible business on consumer behavior, the application and impact of the concept was analyzed based on examples of good socially responsible practices and research on consumer attitudes when purchasing products. The company Cromaris d.d. Zadar, as the market leader in fish processing in the Republic of Croatia, is presented as an example of a company that applies the concept of socially responsible business, and empirical research on the impact of socially responsible business was conducted on a sample of 58 respondents through online forms and direct interviews in two fish shops. Key information was obtained on the basis of which the hypothesis "Consumers are more inclined to buy fish from organic farming produced in a socially responsible company than natural fish that is not farmed" is rejected. It is established that although some consumers are familiar with socially responsible practices in the company's operations, most of them, regardless of the positive elements brought by socially responsible business, still do not decide to buy products from organic farming. It is also concluded that advertising about socially responsible activities can play a key role in the purchase of ecological products.