Today, in the 21st century, the market of providers is crowded with numerous products and services, and customers are swimming in a sea of alternatives. Precisely for this reason, it is extremely important how to approach the customer and how to encourage him to buy the product and, at the very end, how to keep that same customer. Consumer behavior is fickle and prone to frequent changes, especially when it comes to purchasing some more expensive products such as cars. There are traditional versions of cars with internal combustion engines and modern electric and hybrid engines. In the past ten years, consumers have become more environmentally conscious, so there is an increasing desire and interest in buying such modern types of cars, which emit much less pollution than traditional ones. However, as this market is relatively young, there is not enough research on the factors that influence the decision on which type of car to choose. That is why, based on the example of electric and hybrid cars, we determined which factors most influence decision-making when purchasing them in the world, but also in Croatia. We researched the history of electric and hybrid cars, explained their significance on the market, and also discussed the domestic company Rimac Automobili as a leader in the field of electric car production and components for electric cars. We also compared the attitudes of consumers about the purchase of electric and hybrid cars in relation to the attitudes when buying traditional cars. At the end of the diploma thesis, an empirical research, i.e. a survey that examined all the factors influencing decision-making, which type of car consumers would choose and why, what they like about a certain choice and why they think that decision is better, was set.