This thesis covers primarily the detection of operating emission of an old Škoda Felicia car and the emission produced during the manufacturing of a new Toyota Prius, as the selected representative of an ecological car. The thesis also touches on hybrid technology in itself, the question of the greenness of hybrid cars, sphere of emission, but also related problems so called "scrapping" and its influence on environment and also current situation in automobile industry. The target of this study is calculation of operation time of an old Škoda Felicia during which the CO2 emission will reach the same amount of emission produced during manufacturing of a Toyota Prius. The objective is to point out incompetent and therefore not always serious comparison of cars greenness when only the operating CO2 is being compared. Other energy consumption and therefore also the greenhouse gases production is related with the car manufacturing, raw material extraction, petroleum processing and other economic sectors affected by production. Emission laboratory measurement executed by TÜV SÜD Czech discovered that the old Škoda produces 260m/km CO2 during its real running time. For the emission calculation was used an American model EIO-LCA created by Green Design Institute at Carnegie Mellon University that records ecological influence of car production, in stated amount, on all economy sectors. The outputs are quoted in CO2 equivalent. According to this model during manufacturing of 1 hybrid car 13.5 t of CO2e (equivalent CO2). is produced. Recalculation found out that the old Škoda Felicia could run for more than 5 years in order to produce as much emission as the manufacturing of new Toyota Prius third generation.

Environment and its conservation is one of the key issues across the globe these days. It is even more important in the Scandinavian region.Swedenis one of the leading pro-environment nations in the world when it comes to environment-friendly or green automobiles. Introducing emissions tax, green car rebate, and congestion tax exemption for green cars on large cities have resulted in a surge of green car sales inSwedenover the past few years. The preferences of the Swedish green car consumers are examined in this study.   Consumer decision process and preferences related theories have been used for the theoretical understanding of this study and based on these understandings, the Adaptive Choice Based Conjoint Analysis has been selected to measure and understand the consumer preferences towards green cars. The Swedish green car market has been explained and understood as a prerequisite to conduct this study. Examinations of previous related studies, a small scale pre-screening survey, and expert interviews were carried out prior to formulating the conjoint experiment to ensure the inclusion of significant components into the study. The collected data were analyzed using advanced analysis software such as, SSI Web, SMRT, and SPSS, to understand and measure consumer preferences. The findings provide answers to the importance of different attributes in the purchase decision-making for green cars, the effect of each attribute to the decision-making process, the effect of prior purchase experience on the formation of preference, and the relationship between consumer’s green consciousness level and green decision-making process.   This study contributes to the theoretical field of green consumer behavior and to the practical field of marketing of green cars. The study also identifies and recommends key areas of interest that warrant further research.   Key Words: High Involvement Purchase, Green Consumer Behavior, Conjoint Analysis, Adaptive Choice Based Conjoint Analysis (ACBC), Green Preference, Green Car.