This study aims to analyze consumers‘ preference for HFCVs (hydrogen fuel cell vehicles) in Shanghai and investigate the factors that can affect the consumers‘ preference for choosing HFCVs by using a choice experiment (CE). A conditional Logit model (CLM) was utilized to estimate attribute parameters including the purchase price of HFCVs, driving range, distance to hydrogen stations, government regulations on CO2 emissions, and the sources of producing hydrogen. Additionally, we examined whether observable heterogeneity among individuals, such as education, income, age, and gender, affects their preference for HFCVs through the use of interaction terms. Moreover, we calculated the range and mean willingness to pay (WTP) for purchasing HFCVs and provided recommendations to the Chinese government and automobile enterprises to promote the adoption of HFCVs in Shanghai.