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EMAC 2023 Annual

Symbolic attributes and identities in green innovation use: The case of shared e-bikes and e-scooters

Published: May 24, 2023


Phil Justice Flores, Lund University


Product use conveys several meanings to its users and the users’ social environment. In this paper, we determine the relevance of symbolic attributes, such as self-expressive involvement and self-congruency, and consumer identities of being green, hedonic-seeking, and rational in the use of two green innovations – shared e-bikes and e-scooters. We also identify how these factors relate to the likelihood of continuing to use and recommend the shared microvehicles. We surveyed 1,001 non-users and 377 shared e-bike or e-scooter users in Sweden. Regression results reveal that self-expressive involvement, self-congruency, and identities influence the decision to use differently. Among users, the factors also predict the likelihood of continuing to use and recommend shared e-bikes and e-scooters at varying extents. Surprisingly, whereas self-congruency increases the likelihood of continuing to use and recommend shared e-bikes and e-scooters, self-involvement has a contrasting effect.