Perceived ethics and corporate trust in green customer co-creation behavior: A value-belief norm approach in ride-hailing

Abstract

This study examines the psychological mechanisms that facilitate Green Customer Co-Creation Behavior (GCCB) within the ride-hailing industry by incorporating the value-belief-norm (VBN) theoretical framework in the context of ride-hailing platforms. The study utilized a quantitative research design, employing a survey methodology to gather data from 300 Grab customers who participated in the carbon-neutral program. Data analysis was conducted using Structural Equation Modeling (SEM). The findings indicate that Perceived Ethics exert a significant influence on GCCB both directly and indirectly through the Value-Belief-Norm (VBN) framework. The VBN chain fully mediated the effect of corporate trust on GCCB. Within the components of the VBN framework, norms were identified as the most significant predictor of GCCB. Prioritizing transparent and consistent ethical practices is essential to fostering strong perceptions of ethics among consumers. While trust alone may not directly influence GCCB, it serves as the foundation for shaping values and beliefs that lead to sustainable norms and behaviors. Shared responsibility between corporations and consumers is essential to advancing sustainable mobility. By fostering collaborative environmental engagement, ride-hailing companies and their customers can contribute substantially to reducing carbon emissions and achieving broader sustainability objectives.