Is sustainable transport experience the key to shared mobility adoption? A multi-study approach

This study explores how sustainable transport experience influences consumers’ WTP (WTP) for shared mobility services in Vietnam. Grounded in imprinting theory and environmental self-identity (ESI) theory, we propose that early engagement in eco-friendly transport modes (e.g. walking, biking, public transit) fosters a durable environmental self-concept that shapes pro-environmental behavior. Employing a mixed-method approach, we conducted both an experiment with 100 participants and a survey with 353 young adults to validate the psychological effects of sustainable transport experience. Results show that such experience significantly predicts both ESI and WTP for shared mobility services. ESI mediates this relationship, while perceived public value moderates it. These findings contribute to the literature on sustainable mobility and identity-based decision-making. Practically, they suggest that promoting green transport habits and emphasizing societal value can enhance consumer participation in shared mobility, aiding urban sustainability efforts.