The growing awareness of environmental issues can be linked to the demand for green transport innovations. Consumer behavior studies have pointed to the importance of consumer innovativeness (CI) and green perceptions in the adoption of green innovations. The purpose of this paper is to identify how users and nonusers of shared micromobility perceive the greenness of shared e‐bikes and e‐scooters and how CI affects shared microvehicle adoption. The paper also analyses the relationships between green perceptions and environmental referent cognitions—biospheric values, environmental knowledge, ascription of responsibility, and environmental attitudes. Shared e‐bike and e‐scooter users and nonusers in Copenhagen and Stockholm were surveyed using an online questionnaire. Results revealed that users consider themselves innovative and perceive the shared microvehicles as relatively green, while nonusers do not. When comparing users, CI and green perceptions relate to shared e‐bike use, but notably, only CI is linked to shared e‐scooter use. The results also show that environmental knowledge and environmental attitudes are related to green perceptions. The practical and theoretical implications of the results are discussed.

Over the last decade, the growth in demand for green innovations has become apparent. This can be linked to increased consumer awareness of the environmental problems that the world is facing. This review presents the determinants of consumer green innovation adoption across domains identified in marketing literature. We included and synthesized 47 articles published between 2010 and July 2021 in top marketing journals. After identifying the determinants, we grouped them into four categories: (1) Social, (2) Personal, (3) Innovation, and (4) Contextual and external level determinants, or what we refer to as the SPICe determinants. This categorization is based on the source of the motivation, which is social, individual, innovation‐related, or contextual. We found a lack of focus on the consumer aspects in green innovation adoption studies, highlighting the need for more research regarding what motivates consumers to adopt these new environmental products. Furthermore, we showed that no sole determinant could predict green innovation adoption alone. Consequently, we outlined several agendas and questions that future studies could tackle and explore.

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