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The role of consumer innovativeness and green perceptions on green innovation use: The case of shared e-bikes and e-scooters
Department of Business Administration,Marketing, Lund University School of Economics and Management, Lund University, Lund, Sweden.ORCID iD: 0000-0002-1198-6165
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE), Business Administration. (RiseB)ORCID iD: 0000-0003-2593-9439
2021 (English)In: Journal of Consumer Behaviour, ISSN 1472-0817, E-ISSN 1479-1838, Vol. 20, no 6, p. 1466-1479Article in journal (Refereed) Published
Abstract [en]

The growing awareness of environmental issues can be linked to the demand for green transport innovations. Consumer behavior studies have pointed to the importance of consumer innovativeness (CI) and green perceptions in the adoption of green innovations. The purpose of this paper is to identify how users and nonusers of shared micromobility perceive the greenness of shared e-bikes and e-scooters and how CI affects shared microvehicle adoption. The paper also analyses the relationships between green perceptions and environmental referent cognitions?biospheric values, environmental knowledge, ascription of responsibility, and environmental attitudes. Shared e-bike and e-scooter users and nonusers in Copenhagen and Stockholm were surveyed using an online questionnaire. Results revealed that users consider themselves innovative and perceive the shared microvehicles as relatively green, while nonusers do not. When comparing users, CI and green perceptions relate to shared e-bike use, but notably, only CI is linked to shared e-scooter use. The results also show that environmental knowledge and environmental attitudes are related to green perceptions. The practical and theoretical implications of the results are discussed.

Place, publisher, year, edition, pages
John Wiley & Sons, 2021. Vol. 20, no 6, p. 1466-1479
Keywords [en]
consumer behavior, travel behavior, e-scooters
National Category
Business Administration
Research subject
consumer behavior; sustainability
Identifiers
URN: urn:nbn:se:umu:diva-183821DOI: 10.1002/cb.1957ISI: 000656085600001Scopus ID: 2-s2.0-85106982064OAI: oai:DiVA.org:umu-183821DiVA, id: diva2:1559309
Available from: 2021-06-02 Created: 2021-06-02 Last updated: 2022-01-12Bibliographically approved

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Jansson, Johan

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