[Research Contribution] Are Green Consumers Moving Away from Ride-Hailing Apps?

The more consumers care about the environment, the less they use ride-hailing services. This seemingly paradoxical finding has just been published in an international study in 2026, offering a fresh perspective on the “attitude–behavior gap” in the sharing economy. As sustainable development becomes a global priority, the challenge of retaining customers is no longer solely about low prices or convenience.