Be green and clearly be seen: How consumer values and attitudes affect adoption of bicycle sharing

Environmental concerns have propelled public and private entities to search for ways to increase usage of public bicycle sharing systems. However, usage rates in many cities remain below expectations. Using the theory of perceived value to motivate our hypotheses, this paper evaluates the impact of perceived value on consumer adoption intentions, and assesses the moderating effects of social and personal attitudes towards environmental behavior, on perceived value-adoption intention relationships. Our findings suggest that public bicycle sharing adoption intention is significantly influenced by its perceived functional, conditional, green and social values. Moreover, personal and social attitudes towards “greenness” and bicycle sharing, respectively, are found to moderate the relationship between perceived values and adoption intentions. This research contributes to theory-building in bicycle sharing adoption, and informs business and government leaders on how to promote adoption.