Green economy as a term refers to the policy of production and consumption in accordance with the possibilities and limitations of sustainable development and natural resources. The green economy originally appeared in the western parts of the world and very quickly spread to the rest of the world with the help of various national and international institutions. Major decisions were made at international conferences at which the interests and protection of the rights of all citizens were discussed. The concept of a green economy is reflected within companies and is included among the main guidelines of their business strategy. The goal of the engaged companies is to set a good example to consumers through various initiatives focusing on sustainability, combating inequality, adapting to climate change and achieving equality. Modern business, nowadays, strives for a green economy in order to simultaneously meet the needs of society, monitor the development of modern technologies and take care of the environment. This concept is expressed in a way that continuously focuses on sustainable development. Although Croatia strives to create modern solutions for the development of sustainable development and sustainable bio-economies, it still lags far behind other European Union countries. The constant growth and development of modern technologies and the increasing threat to the environment are a real challenge for modern business in a microeconomic perspective. Consumer habits, regarding the purchase and selection of ecological goods, have been achieved thanks to ecological education, ethics, new habits, psychological nature and similar factors. It is important for every customer to inquire about the product, its quality, cultivation and the origin of the good itself. On the example of the company IKEA Croatia, the paper analyzes the extent to which the company seeks to monitor innovation and how it faces the problems of unsustainability, climate change, inequality and inequalities.