LAUSR

To explore the essence of sustainable behaviour, a comparison was made between users' and non‐users' attitudes towards bike sharing, a green technological mode of transport. The effects of three concepts on the sustainable motivational behaviour of using a bike‐sharing service were studied: (i) the individual's own sustainable consciousness and self‐ability (the sustainable aptitude of an object and the belief in one's skills); (ii) confidence in the service's health and environmental benefits (a positive anticipation of health and environmental benefits); and (iii) other people's sustainable norms (behaviour based on other people's sustainable attitudes). A multi‐group analysis indicated significant differences in the users' and non‐users' path estimates, and a risked moderator was obvious for non‐users' sustainable consciousness. Other people's sustainable norms have a greater effect, particularly for users, and confidence is also a critical mediating factor for non‐users of the green technology for truly sustainable development.