Electric vehicles (EV) are described as eco-friendly cars to solve CO2 emission problems. But
actually customers refuse purchasing EV. The current study researches about adopter groups
of EV based on Rogers’ (1962) Diffusion of Innovation. Additional aim of the current study is
the identification and measurement of consumer behaviour influencing variables. Empirical
data analysis contributes a detail description of different adopter groups of battery electric
vehicles concerning personal factors, demographics and their EV’s perceptions. Furthermore,
results indicate a lack of knowledge about electric vehicles and critical perception of electric
vehicles’ benefits.