Hydrogen-powered vehicles are playing an increasing role in sustainable mobility technologies. Still, their acceptance depends, to a large extent, on society’s environmental attitudes, in addition to infrastructure development. This research investigates how consumers’ environmental attitudes and openness to innovation influence the adoption of hydrogen vehicles and purchase intentions. The research method is a questionnaire survey using validated scales. A total of 1330 respondents participated in the research. The analysis examines consumer attitudes toward the most promising technological innovation in the automotive industry. It also explores how individual responsibility and environmental activism influence the openness to hydrogen vehicles. The results of the analysis show that positive attitudes towards innovation were significantly related to all environmental variables, while financial sacrifice showed a significantly weaker relationship. The results support the theory that openness to innovation may be a stronger predictor of adopting sustainable technologies than environmental awareness.