The aim of the paper is to identify determinants and models explaining consumer behavior. As a research method, critical and comparative literature review was chosen. The types of determinants influencing consumer behavior were characterized. Next consumer behawior models published in a worldwide literature were analyzed and compared. As a conclusion it was stated that analyzed models consider numerous aspects of consumer behawior and also structure them to the form of consumer decisionmaking process and their behaviors. Still there is no model proposed which would explain consumer behawior considering all of the discussed aspects.