Investigating re-use intentions for shared bicycles: A loyalty phase perspective

Bike-sharing systems are gaining in popularity with a focus on sustainability in transportation. This study extends the concept of green product marketing to green transportation marketing. This study uses four-phase loyalty theory as a framework to examine the users' green loyalty toward shared bicycles. The relationships among four concepts – green perceived value, green trust, green use intention and green loyalty are proposed in the conceptual model. Hypotheses testing is conducted using the empirical assessment of the bike sharing system in Taipei City. Our results show that green perceived value and green trust of users positively relate to green use intention and green loyalty. Further, we also demonstrate green perceived value indirectly affects the green loyalty via green trust and green use intention. Our findings suggest authorities may promote bike sharing by enhancing user perceptions of the system's green value, increase trust in this form of green transportation, and thus foster higher levels of loyalty resulting in continued use of shared bicycles.