Bike-sharing systems are gaining in popularity with a focus on sustainability in transportation. This study extends the concept of green product marketing to green transportation marketing. This study uses four-phase loyalty theory as a framework to examine the users' green loyalty toward shared bicycles. The relationships among four concepts – green perceived value, green trust, green use intention and green loyalty are proposed in the conceptual model. Hypotheses testing is conducted using the empirical assessment of the bike sharing system in Taipei City. Our results show that green perceived value and green trust of users positively relate to green use intention and green loyalty. Further, we also demonstrate green perceived value indirectly affects the green loyalty via green trust and green use intention. Our findings suggest authorities may promote bike sharing by enhancing user perceptions of the system's green value, increase trust in this form of green transportation, and thus foster higher levels of loyalty resulting in continued use of shared bicycles.

自行车共享系统越来越受欢迎，重点是交通的可持续性。本研究将绿色产品营销的概念扩展到绿色交通营销。本研究以四阶段忠诚度理论为框架，考察用户对共享单车的绿色忠诚度。在概念模型中提出了绿色感知价值、绿色信任、绿色使用意愿和绿色忠诚四个概念之间的关系。假设检验是使用台北市自行车共享系统的经验评估进行的。我们的研究结果表明，用户的绿色感知价值和绿色信任与绿色使用意愿和绿色忠诚度正相关。此外，我们还证明了绿色感知价值通过绿色信任和绿色使用意愿间接影响绿色忠诚度。