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Environmental problems are increasingly becoming everyday issues of international organizations, national governments, and individual consumers. In consumer behavior research considerable effort has been focused on understanding environmentally significant behaviors. One such research stream uses the value‐belief‐norm theory (VBN) to explain and predict a number of relatively low involvement proenvironmental consumer behaviors such as household energy use. However, many consumer behaviors with significant impact on the environment are categorized as high involvement behaviors where VBN theory has not yet been employed. The aim of this paper is to arrive at a better understanding of consumer adoption of a high involvement eco‐innovation using VBN theory. As an example of a high involvement eco‐innovation the alternative fuel vehicle (AFV) which runs on fossil oil‐alternative fuels such …