Using the sustainable modified TAM and TPB to analyze the effects of perceived green value on loyalty to a public bike system

• Published in: Transportation research. Part A, Policy and practice Vol. 88; pp. 58 - 72
• Main Author: Chen, Shang-Yu
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.06.2016
• Subjects: Bicycles; Control systems; Moderators; Norms; Perceived green value; Perception; Policies; Public bike system; Sustainability; The sustainable modified technology acceptance model; The theory of planned behavior; Transportation; The theory of planned behavior; The sustainable modified technology acceptance model; Perceived green value; Public bike system
• ISSN: 0965-8564; 1879-2375
• DOI: 10.1016/j.tra.2016.03.008

•Modified TAM and TPB are used for this work on perceptions of green loyalty.•Perceived pleasure to use is the main factor of green loyalty.•Perceived behavioral control is the second effect for users.•Subjective norms are the main factor for non-users.•A moderator of protecting the environment is more effective for non-users. This article explores the effects of perceived green value, perceived green usefulness, perceived pleasure to use, subjective norms and perceived behavioral control on green loyalty to a public bike system. The mediators between perceived green value and green loyalty and a moderator of general attitude toward protecting the natural environment are also discussed. The aim of this research was to understand how to establish green loyalty via the other dimensions based on the sustainable modified technology acceptance model (modified TAM), the theory of planned behavior (TPB), and a moderator. The findings reveal that perceived pleasure to use and subjective norms have the strongest power to influence loyalty for both users and non-users. The implications of this finding are that fun in people’s lives has a strong influence on sustainable continuous use of public bikes, and that subjective norms are more effective for non-users. In addition, environmental attitude has stronger moderating effects for non-users than for users on perceived green usefulness, perceived pleasure and subjective norms. Therefore, governmental policies should promote the attitude of protecting the natural environment, perceptions of pleasure, and subjective norms so as to increase green loyalty to public bike-sharing.