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Abstract 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.
Flores et al. (Sun,) studied this question.