Consumers’ intention to use bicycle-sharing services: The role of consumer consciousness

A sharing economy enables peer-to-peer (P2P) exchanges of goods and services, benefitting everyone. As traffic congestion and fuel costs continue to rise, bicycle-sharing has gained popularity among citizens as a means of transportation. In recent years, scholars have focused on understanding why people continue to use bicycle-sharing. However, little research has combined environmental consciousness, health consciousness, and economic consciousness into one coherent framework. The data for this study was collected from Indian users of bicycle-sharing services. Several factors were examined in explaining bicycle-sharing behavior, including environmental consciousness, economic consciousness, health consciousness, and healthy lifestyle. It was found that consumers' attitudes toward bicycle-sharing services are influenced by a healthy lifestyle, which in turn, mediates the relationship between consumers’ health consciousness and attitude toward bicycle-sharing services. The findings of this study can be used to promote sustainable transportation services in the Indian context by government leaders, policymakers, and managers.