The subject of this paper is to analyze the decision – making process about buying an electric car in Croatia and to explore the perception of potential buyersabout buying an electric car. In theory, the process of making a purchase decision consists of five main stages: identification of needs, information search, evaluation of alternatives, purchase and after-sales estimates. This process is the same in purchasing all kinds of products. The theoretical part of the paper explains consumer behavior and buying decision, the basic classification of electric cars, sales trends and development of individual markets, financial and non-financial incentives in certain markets. The aim of this paper, with the theoretical analysis of the above mentioned units, is to display the awareness of potential customers in the Republic of Croatia about electric cars, initiatives from the Ministry of Environment and Nature Protection and the Fund for Environmental Protection and Energy Efficiency and the general interest in electric cars and renewable energy sources. To this end, primary research was primary conducted via a questionnaire among students of the Faculty of Economics and Business in Zagreb and partly among other individuals who were questioned via Facebook, e-mail and other communication links. The study included 157 respodents. The survey showed that within the sample there is mostly a medium or strong interest in cars, alternative energy sources and new technologies. The results showed that most respondents valued the low maintenance costs of cars and reduced fuel consumption compared to other characteristics, which proves the interest of consumers and the potential for market development. With the statement that the purchase of an electric car should be encouraged, most respondents agreed, while the price of electric cars was evaluated as unacceptable. The tested sample respondents are mostly between 18 and 34 years of age with secondary and higher education.