THE ROLE OF PUBLIC BICYCLE RENTING QUALITY TOWARDS GREEN INTENTION FOR CONSUMPTION IN WUHAN, CHINA

Abstract

Purpose The purpose of this research is to find out the influence of public bicycle renting quality in the dimension of green perceived value, perceived usefulness, perceived ease of use and perceived fun to use toward user attitude for consumption as well asgreen intention for consumption. Design/ methodology/ approach The research used quantitativemethod. The questionnaire includes 34 questions which are distributed to 304 respondents who have experience thepublic bicycle renting and living in Wuhan at least 1 year. The demographic factors are divided into age, how many times usingpublic bicycle renting in Wuhan, citizenship, occupations, income level/ allowance per month, expenses in a month for public transport and reason to use public bicycle renting. This research usedvalidity test to analyze factors and Cronbach’s coefficient alpha to test the reliability. It also used Structural Equation Model applied to test hypothesis Finding Through the calculation of the collected data,researcher has found the green perceived value, perceived usefulness and perceived fun to use have influence on user attitude for consumption. But only green perceived value and user attitude for consumption have significant influence on green intention for consumption.Originality/ value This research focus on green perceived value, perceived usefulness, perceived ease of use and perceived fun to use influence on user attitude for consumption and green intention for consumption. In order to know more about public bicycle renting customers in Wuhan.