Eco-friendly value or others’ environmental norms? Arguing the environmental using psychology of bike-sharing for the general public

Abstract

Owing to the transportation sector’s greater and long-lasting effects on the natural ecology, this research investigates the direct effects of one’s own perceived environmental value, environmental subjective norms, and the mediation and direct influences of environmental trust on environmental using intentions of a green transportation system, a bike-sharing service. The objective of this research was to focus on users’ and non-users’ psychological motivations for their environmental using intentions. Structural equation modeling was performed to analyze the modeling results. The overall influential effect of environmental subjective norms was greater than that of perceived environmental value for users, with the implication that others’ environmental influences are greater than those of one’s own environmental perceptions. Environmental trustworthiness was a critical factor, especially for non-users. Consequently, government policies should strive to enhance people’s green focus and reliable impressions so as to increase their environmental using intentions.

Keywords:

• Environmental subjective norms
• environmental trust
• bike-sharing
• environmental using intentions green transportation service