Effect of environmental awareness on electric bicycle users’ mode choices

Travellers’ environmental awareness can affect their mode choices. The primary objective of this study is to identify the effect of electric bicycle (e-bike) users’ environmental awareness on their mode choice when the use of e-bikes is prohibited in urban areas in China. The data were collected via a questionnaire survey administered at ten locations in Nanjing, China. Using mixed multinomial logit (MMNL) models, we examined the relationship between the e-bike users’ mode choice and their environmental awareness, combined with socioeconomic and demographic characteristics and trip attributes. The results show that the level of environmental awareness, gender, age, education, income, the ownership of car and conventional bike, and trip distance affect e-bike users’ choices significantly. Those with a high level of environmental awareness are more likely to choose zero-emission transport modes. A stratified analysis reveals that the effect of environmental awareness is associated with their original transport mode choice prior to their use of the e-bike. With a high level of environmental awareness, original car users tend to opt for moderate- or zero-emission modes; original bus and metro users incline to choose a zero-emission mode or their original mode; and few original cyclists and walkers favour moderate- or high-emission modes. The results of the current study provide transport authorities with insights to establish sustainable urban transportation management policies and strategies to increase the share of zero- and low-emission transport modes.