Alexey’s work studies the effects of consumer non-monetary incentives on demand and environmental impact of “green” products in the US market for electric vehicles. Electric vehicles are typically priced higher than comparable gas-powered cars but less costly to operate, which makes them financially most appealing for high-mileage drivers. Environment conscious drivers may also be willing to pay a price premium for an electric car although they do not necessarily drive a lot of miles per year. On the one hand, environmental consciousness among all drivers improves adoption of the “green” technology, but, on the other hand, demand from eco-conscious drivers drives prices for electric cars up and makes them less appealing for consumers who care only about financial benefits. As a result, total miles traveled substituted by “green” vehicles for gas-powered vehicles could be lower in the presence of environmental consciousness. First, this means lower instantaneous environmental effect of electric vehicles, and, second, this means lower demand for charging infrastructure, which, in its turn, means slower subsequent adoption. The paper builds a structural model to estimate a price premium that environment conscious drivers pay for electric vehicles, its environmental effects and effects on demand and adoption of electric vehicles.