The paper aims to investigate the role of attitudinal components (cognitive, emotional, and behavioral) in purchasing electric vehicles among innovators and early adopters as consumers. According to the product diffusion theory and data from the European Alternative Fuels Observatory (2023) in the territory of 27 European countries, the market share of electric vehicles is less than 14%, which indicates that electric vehicles are accepted among innovators and early adopters as the two categories of consumers who first adopt innovations. Electric vehicles (cars, bicycles, and romobiles) are characterized by technological innovation due to physical and functional differences compared to conventional vehicles. Manufacturers of conventional vehicles are forced to reduce production and gradually switch to the production of electric vehicles, because of changes in legal regulations and consumer expectations. Research conducted so far has revealed the importance of attitudes when purchasing electric vehicles. More specifically, important variables are 1) attitudes, 2) subjective norms, 3) perceived behavioral control, 4) negative expected emotions, 5) positive expected emotions, 6) cognitive benefits, and 7) cognitive risks. However, the intention to purchase electric vehicles is also important. Primary research was conducted on a purposeful random sample of 157 respondents who are either already owners of electric vehicles or have the intention of purchasing an electric vehicle in the future. It was found that innovators and early adopters do not intend to buy because of social trends, nor do they feel responsible for improving air and environmental quality by purchasing an electric vehicle, they are not concerned about environmental or human health risks, but they consider electric vehicles to be economically viable, attractive and can meet their needs for transportation and movement.