Purpose Integrating value–belief–norm (VBN) theory and self-determination theory (SDT), this study aims to examine how environmental values and psychological motivations influence users loyalty in the evolving ride-hailing industry. Design/methodology/approach A quantitative approach was used using a nonprobabilistic purposive sampling technique, yielding 350 valid responses from experienced ride-hailing users. Data were analyzed using partial least squares structural equation modeling (PLS-SEM), a method for examining and predicting complex relationships among variables, to test the proposed hypotheses. Findings The results reveal that security perception exerts the strongest influence on word-of-mouth (WOM), followed by environmental consciousness, personal innovativeness and perceived value. WOM significantly influences repurchase intention (RPI). Surprisingly, environmental consciousness negatively moderates the relationship between WOM and RPI. Originality/value This study contributes to the literature on the sharing economy by applying the perspectives of SDT and VBN theory. The study also sheds light on the attitude–behavior gap in ride-hailing by examining the moderating role of environmental consciousness.
Ha et al. (2026) studied this question.