Abstract:

The aim of this paper is to analyze the influence of brand and ecological awareness on purchasing an electric car and to determine whether there are differences in ecological awareness and brand importance according to the different consumers’ characteristics. Correlation analysis shows strong correlation between brand and ecological awareness in the process of purchasing the electric car in Croatia. Therefore, if consumer has the higher level of ecological awareness then the car brand will have more impact on electric car purchasing. On the other side, the regression analysis concluded that none of independent variables are significant for the consumer when purchasing an electric car. That means neither brand nor ecological awareness has a significant impact on the consumer when purchasing an electric car in Croatia. Research participants were active users of electric and hybrid but also conventional cars aged between 25 to 55. Considering that the research sample was relatively small, results of this research can be viewed only as an indicative. Recommendations for future researches should include the price as variable, since it could potentially be the crucial aspect in electric car purchase decision making.