We analyse how consumer attitudes towards energy efficiency and car characteristics affect the vehicle type choice. Our empirical analysis is based on a multinomial logit model and a unique dataset for Norway with a high share of actual users of battery and plug-in hybrid electric vehicles. We find that the willingness to take a chance on new technologies significantly increase the likelihood of adopting electric vehicles, whereas environmental concern and environmental impacts of using more energy efficient cars do not have such a significant relationship. We also find that a lack of access to finance could be a barrier against the adoption of electric cars for many households. Furthermore, the results from the survey show that many people are still not convinced of the reliability and cost savings of electric cars, which might also be a barrier for adoption.