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Sharing Sustainability: How Values and Ethics Matter in Consumers’ Adoption of Public Bicycle-Sharing Scheme

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An Erratum to this article was published on 15 March 2016

This article has been updated

Abstract

This study investigates the antecedents and mechanisms of consumers’ adoption of a public bicycle-sharing scheme (PBSS) as a form of shared sustainable consumption. Drawing on marketing ethics and sustainability literature, it argues that cultural and consumption values drive or deter the adoption of PBSS through the mediating mechanism of ethical evaluation. This study tests its hypotheses using a sample of 755 consumers from one of the largest PBSS programs in China. The results confirm the significance of collectivism, man–nature orientation, materialism, and face-consciousness as key determinants of the adoption of PBSS. Interestingly, these values play mixed roles in influencing PBSS adoption. It also finds that such values and beliefs need to be effectively translated into ethical evaluations of PBSS adoption, and need to be addressed in the specific social context. Thus, ethical evaluation constitutes a cognitive strategy that allows consumers to justify and defend their adoption of sustainability practices. The results suggest that a desirable sustainability program needs to not only cater to the cultural and psychological motivations of consumers, but also reflect the social norms and social context in which the sustainability practices and consumers are embedded.

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Change history

  • 15 March 2016

    An erratum to this article has been published.

Notes

  1. A public bicycle card is necessary for users in Suzhou to borrow and return bicycles at the station, and the process is completely self-served.

  2. See the mediation test decision tree in Fig. 2a of Zhao et al. (2010).

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Authors and Affiliations

  1. International Business School Suzhou, Xi’an Jiaotong-Liverpool University, BB244, No.111 Ren’ai Road, Suzhou Industrial Park, Suzhou, 215123, Jiangsu, China

    Juelin Yin & Lixian Qian

  2. Department of Marketing, Strome College of Business, Old Dominion University, Virginia, USA

    Anusorn Singhapakdi

Authors
  1. Juelin Yin
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  2. Lixian Qian
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  3. Anusorn Singhapakdi
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Correspondence to Anusorn Singhapakdi.

Appendices

Appendix 1: Distribution of Public Bicycle Stations and Collected Responses in Suzhou

Table 5
Full size table

Appendix 2: Measurement Items

Collectivism (five-point Likert scale measuring the extent of agreement with the following statements):

  1. 1.

    We should work hard for the goals of the group, even if it does not result in personal recognition.

  2. 2.

    Individuals should be cooperative participants in group activities.

  3. 3.

    We should readily help others in need of help.

Man–nature orientation (five-point Likert scale measuring the extent of agreement with the statements; R—reverse scored):

  1. 1.

    Human beings need to understand the ways of nature and act accordingly.

  2. 2.

    We should maintain harmony with nature.

  3. 3.

    Being the master of the world, human beings are entitled to deploy any natural resources as they like (R).

  4. 4.

    Human beings are only part of nature.

  5. 5.

    We should master, rather than adapt to, the environment (R).

Materialism (five-point Likert scale measuring the extent of agreement with the statements):

  1. 1.

    The things I own say a lot about how well I am doing in life.

  2. 2.

    Some of the most important achievements in life include acquiring material possessions.

  3. 3.

    I like to own things that impress people.

  4. 4.

    I like a lot of luxury in my life.

  5. 5.

    Happiness can be purchased with money.

Face-consciousness (five-point Likert scale measuring the extent of agreement with the statements):

  1. 1.

    It is important that others like the products and brands I buy.

  2. 2.

    Sometimes I buy a product because my friends do so.

  3. 3.

    Name-brand purchase is a good way to distinguish people from others.

  4. 4.

    Name products and brands purchase can bring me a sense of prestige.

Deontological evaluation (five-point Likert scale measuring the extent of agreement with the statements):

  1. 1.

    I am duty bound to use a public bicycle.

  2. 2.

    I am obligated to use a public bicycle.

  3. 3.

    It is morally right to use a public bicycle.

Teleological evaluation (five-point Likert scale measuring the extent of agreement with the statements):

  1. 1.

    Using a public bicycle helps conserve natural resources.

  2. 2.

    Using a public bicycle helps reduce unnecessary waste.

  3. 3.

    Using a public bicycle helps provide a better living environment for further generations.

  4. 4.

    Using a public bicycle may cause certain personal inconveniences.

Use intention (five-point Likert scale measuring the extent of agreement with the statements):

  1. 1.

    In the next 3 months, I will consider using a public bicycle more because it is less polluting.

  2. 2.

    In the next 3 months, I will consider using a public bicycle more for ecological reasons.

  3. 3.

    In the next 3 months, I will consider using an environmentally friendly transportation mode, such as a public bicycle.

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Yin, J., Qian, L. & Singhapakdi, A. Sharing Sustainability: How Values and Ethics Matter in Consumers’ Adoption of Public Bicycle-Sharing Scheme. J Bus Ethics 149, 313–332 (2018). https://doi.org/10.1007/s10551-016-3043-8

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