In this study the model of convenience orientation suggested by Scholderer and Grunert (2005) is applied in order to examine consumer behavior in the context of convenience food usage. The empirical results indicate that socio-demographic characteristics affect behavior both directly and indirectly through perceived time resources and convenience orientation towards meal preparation and clearing up. Findings seem to be important for all the bodies involved in the marketing of convenience food products since they describe the way various consumer characteristics interact affecting the consumption of such products.