In this thesis, the key role of innovation in the modern business environment was investigated, with a special emphasis on ecological innovations in the automotive industry. Innovation is not just the process of creating new ideas, but a complex process that includes research, selection, implementation and continuous learning. It has been shown that innovations are necessary for the survival of organizations and that they represent a key factor in growth and competitiveness in the market. In particular, the importance of ecological innovations in the automotive industry is emphasized in order to reduce negative impacts on the environment, such as greenhouse gas emissions, air pollution and waste production. Eco-innovation facilitates the development of automotive companies and increases the competitiveness of new products in a way that creates value from the recycling, reuse and remanufacturing of automotive resources. Also, the importance of understanding consumer needs and preferences and their impact on marketing strategies was emphasized. This paper investigates the influence of ecological innovations in the automotive industry on the purchasing behavior of consumers in the Republic of Croatia. The conducted research is based on the analysis of data collected through a survey on a sample of 196 respondents. The results show a statistically significant low level of incentives to choose a car based on ecological innovations. The hypothesis that ecological innovations motivate customers to buy cars that are more environmentally friendly is rejected, while the hypothesis that price is a factor that has a direct influence on the purchasing behavior and attitudes of customers about ecological innovations is accepted.