Understanding the Adoption of Bike-Sharing Systems in the Baltic States: A Multilevel Perspective Analysis of Online Consumer Reviews

As climate change and urban congestion continue to pose global challenges, promoting cycling as an alternative transport mode is becoming increasingly critical. Bike-sharing systems offer a sustainable solution to reduce greenhouse gas emissions, alleviate traffic congestion, and promote healthier lifestyles. In the Baltic States—Estonia, Latvia, and Lithuania—cycling has been promoted as a potential mode of urban transport, influenced by European Union policies targeting sustainable mobility. This study investigates the adoption of biking in these countries through the Multilevel Perspective (MLP) framework, analysing 1465 online customer reviews from platforms like Google Maps, TripAdvisor, and Google Play. The results reveal key niche-level challenges, such as technical failures and poor maintenance, as well as regime-level issues like insufficient infrastructure and unprofessional customer service. However, users also reported positive aspects, including the quality of bikes, accessibility, and staff helpfulness. This study contributes to the existing literature by integrating user feedback into the MLP framework, offering both theoretical insights and practical recommendations for policymakers.