A consumer is a person with their own needs and desires. In order to satisfy them, the consumer goes shopping, decides on the purchase, and purchases products. In terms of the contemporary consumer society, the fact is that through their purchasing behavior and the decisions they make consumers are increasingly seeking modernization. Therefore, self- service technologies are nowadays being introduced in retail shopping malls. Retail is strongly affected by the fact that the pace of the life of consumers is becoming increasingly faster, while at the same time they have less and less time on hand, and their needs and desires are increasingly demanding. In Croatia, retail is facing growing challenges characterized by a rising competition, the introduction of new technologies, e-commerce, and the effects of globalization. Today’s technology development is causing major changes in the retail market, which is why self-service cash registers and smart shopping carts as well as other self-service systems are becoming the most widespread form of the self-service technology in shopping malls. In recent years, this trend has become more prevalent in Croatia as well. The aim of this paper is to explore the consumers attitudes regarding the introduction and application of self-service cash registers in food sales in retail shopping malls.