As global environmental problems became more serious, the automobile industry has begun to develop a variety of environmentally friendly vehicles that meet environmental regulations. Among them are electric vehicles that attract a great deal attention as the core of environmental friendly vehicles in terms of reducing gas emissions compared to existing internal combustion engine vehicles. However, electric vehicles are still in the early stages of the automobile market, and much more effort is needed to expand the electric vehicle market. In order to provide some useful insights for developing marketing strategies to boost the demand for electric vehicles, this study examines the relationships among beliefs, attitude and intention to adopt electric vehicles. Ajzen’s Theory of Planned Behavior(TPB) was used to identify the determinants of intention to adopt electric vehicles. The research findings confirmed that TPB is very effective in predicting the intention to adopt electric vehicles. Behavioral beliefs of “eco-friendliness”, “innovation”, and “fuel efficiency” found to be the most important factors that determines the attitude toward electric vehicle adoption. Family members and car dealers appeared to be important referents in forming subjective norm of electrical vehicle adoption. Individual’s economic power and knowledge on electric vehicles were significant controls factors that make it easy to adopt electric vehicles. Based upon the findings, some suggestions are made for developing marketing strategies that will contribute to the expansion of the electric vehicle market. Finally, future research needs are identified including researches with additional determinants and sampling from more comprehensive population.