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To succeed in the highly competitive online environment, it is of the utmost importance to understand different attributes affecting consumers' online buying behaviour. In this context, the main purpose of the paper was to investigate the relation between features of Generation Y online buying behaviour and socio-psychological variables. The data was collected through survey questionnaire using the purposive sample of 515 Croatian Generation Y consumers from the Dubrovnik-Neretva County. The empirical survey was c...