As the world is being developed every day at a fast pace, today's society is being faced with many environmental issues. One way of decreasing the negative impact on the environment is through innovations in transportation. Therefore, this study looks into consumer perceptions of electric vehicles. In order to see differences between American and Swedish perceptions of electric vehicle this research also puts emphasis on the renewable energy as an important aspect that might motivate consumer purchase of electric vehicle. Purpose of this study is to generate new findings on the Swedish and American consumers of electric vehicles. More specifically, this study hopes to be able to contribute in a way that might help to explain understanding consumer's perceptions concerning renewable energy in today's world and how they affect the buying process of electric vehicle.This work is qualitative in nature, and data is obtained from structured interviews. Five Swedish and five American citizens were included in this study.

Results generated from interview respondents are presented constructively in the evidence chapter followed by more detailed presentation in analysis discussion.The results indicate that the examined Swedish respondents have more positive attitudes and perceptions of renewable energy, while American respondents chosen in this study do not show such positive traits when it comes to renewable energy. Positive Swedish perceptions of renewable energy are in line with their positive perceptions of electric vehicle, while opposite goes for American respondents. This master thesis concludes with practical recommendations for future studies that can be done, as well as with our general findings.