Green helpfulness or fun? Influences of green perceived value on the green loyalty of users and non-users of public bikes

•Sustainable modified TAM is used for the survey of green loyalty.•Perceived fun to use is the main factor for users.•Green perceived usefulness is more obvious for non-users.•Perceived ease of use does not have a mediation role in the models.

This work aims to understand how to establish green loyalty for public bike schemes using a modified version of the technology acceptance model (modified TAM). Moreover, the findings also reveal that the mediation effect of perceived fun to use has stronger power, and perceived ease of use has no obvious influences on sustainable loyalty for either users or non-users, the implication of which is that fun in people's lives hugely reduces the significance of usefulness for users, and perceived ease of use cannot produce sustainable loyalty to public bikes. Therefore, governmental policies are needed to promote users' perception of enjoyment of using the bikes and non-users' perceived usefulness so as to increase their green loyalty to public bike-sharing.