There is an urgent need to reduce the amount of waste that circulates the planet Earth and is dumped where it doesn’t belong. While waste streams like plastics, food waste or industrial waste are certainly alarming and deserving of the attention, e-waste is quietly posing an increasing threat to human health as well as the environment, as it often contains dangerous and toxic components. While genuine improvements in technology justifiably encourage replacement of electrical and electronic equipment, planned obsolescence contributes to premature replacement of these products, especially in developed countries, where consumers can often afford to keep their products ‘up-to-date’, simultaneously creating piles of e-waste that are more often than not exported to underdeveloped countries who lack proper regulation to ensure safety for their citizens and the environment. This was therefore the reason to examine the behaviours of consumers in Croatia in the context of e-waste. The purpose of this research was to analyse the habits and attitudes Croatian consumers have in regards to e-waste generation and the role planned obsolescence has in it. The research was conducted on a sample of 431 respondents from Croatia. The results show Croatian consumers generally have positive attitudes concerning e-waste generation, as they agree that it contributes to environmental pollution and endangers human health as well as believing too many electrical and electronic equipment are thrown away when they could be repaired instead. Furthermore, they overwhelmingly believe that companies introduce new models of electronics to encourage faster replacement. The research shows a statistically significant difference in responses between younger (up to 35) and older (over 35) as well as lower (up to 5.500 HRK) and higher (over 5.500 HRK) earning respondents, meaning characteristics like age and income level affect the respondents’ habits and attitudes on these issues.