Business ethics is important, and perhaps even more important is consumers‟ ethical behaviour when buying and spending. Human sciences use a number of theories and models that deal with business ethics and predict how individuals will behave in certain situations. Today, we also live in a society that is aware of its impact on the environment but does not always act in accordance with what is optimal. The automobile industry is an important sector in the research of human impact on the environment as it significantly affects CO2 emissions. Also, owning a car is a personal responsibility of each driver, so the choice of vehicle is a significant indicator of whether consumers really 'care' about the environment. The aim of this study is to investigate consumer decisions when buying a car and the extent to which attitudes towards the environment influence their purchase decisions. Two hypotheses have been posed: (1) Consumers who care about the environment choose eco-friendly options when buying a car, and (2) Female consumers are more inclined to eco-friendly cars than male consumers. For the purpose of the study, a systematic review of the literature was conducted, which included a total of 23 studies, and a questionnaire was constructed based on the results. The questionnaire was distributed online and a total of 126 responses were included in the analysis. The results generally show that Croatian consumers are currently in a transitional period where they still prefer to choose a 'standard' car over an 'eco' car. The study has important implications for marketing strategies and provides recommendations on how to communicate with consumers to stimulate their interest and demand for eco-friendly cars.