In response to global challenges like climate change and energy security, governments worldwide are intensifying efforts to promote zero-emission vehicle (ZEV) technologies, including hydrogen fuel cell vehicles (HFCVs). Hydrogen is seen as a highly efficient and adaptable energy source, with governments like those in Europe, the United States, South Korea, Japan, and China setting ambitious targets for HFCV deployment by 2030. However, consumers still face challenges in adopting HFCVs due to high costs and limited refueling infrastructure. To address these challenges, governments have implemented policies like purchase subsidies and fueling subsidies to encourage HFCV adoption. Despite these efforts, consumers remain hesitant as they weigh the advantages of HFCVs against internal combustion engine vehicles (ICEVs) and battery electric vehicles (BEVs). Understanding the complex factors influencing consumer preferences for HFCVs is crucial, with research focusing on psychological, socio-demographic, and market attributes. A key research gap lies in exploring the psychological ambivalence consumers may experience when evaluating HFCVs, as well as the combined influence of market contexts and policy instruments. An integrated modeling framework is proposed to analyze consumer preferences for HFCVs, combining the multinomial logit model with Latent Class Cluster Analysis to uncover key factors and unobserved heterogeneity in decision-making. This study, based on data from Chinese consumers, aims to shed light on the determinants of HFCV adoption, the impact of psychological contradictions on consumer preferences, and how market and policy elements shape consumer choices. By deepening the understanding of consumer preferences for HFCVs, this research contributes to the advancement of sustainable transportation and energy transition strategies.