How to promote sustainable public bike system from a psychological perspective?

The public bike system (PBS) has been actively promoted worldwide for the last decade. This study tried to find out policy strategies for sustainable PBS implementation targeting on the city that is under consideration of introducing bike sharing scheme. For this, the authors considered some psychological factors that may make impacts on PBS user's attitudes and hypothesized especially that individual environmental concern refers to an attitude toward environmental issues, influence an increase of their perceived value of PBS. The Norm Activation Model (NAM) is used to measure the public's environmental concern incorporating norm activation. In addition, willingness to pay (WTP) method is adopted to investigate the value of PBS individuals. Structural equation modeling (SEM) revealed that environmental concern influenced people's perception of the value of PBS. Furthermore, the positive correlation between environmental concern and awareness of consequences on cycling is observed. The study verifies how people perceive the value of a bike sharing system and how often people using a bicycle are dependent on their environmental concern. In conclusion, authors discuss how PBS could be promoted sustainably by suggesting policy strategies to enhance the perceived value of PBS and to increase bicycle use.