The topic of this thesis is "Preferences and purchasing behavior of electric car consumers on the Croatian market. The paper provides an insight into the theory of consumer behavior and preferences, as well as into the purchasing behavior of consumers on the Croatian market. Electric cars are an inevitable part of the automotive industry today, and so in the future. The production of electric cars, as part of road transport and traffic, leads to an increase in research into the very origin and concept of electric cars. The electric car market is becoming an inevitable way of transporting tomorrow, and thus raises more and more consumer awareness about the purchase of the same. Consumer behavior is a primary part of research into the beginning of electric car production. Consumers impose different preferences and desires and the car industry is changing accordingly. According to the information, almost every car manufacturer nowadays follows the trends, and has its own production lines and the necessary resources for the production and sale of electric cars. Consumer behavior is influenced by many factors, and some of them are social, personal, psychological, situational. This forms the desires and preferences for buying certain types of cars. The paper sought to investigate consumer behavior in the Croatian market for a particular product, explain the preferences and the way the consumer thinks in relation to the factors of the consumer and their attitudes.