This paper seeks to address the effect of “Spare the Air” pollution control alerts in the San Francisco Bay Area in California on the use of Bay Area BikeShare as a form of transportation. By observing the daily alerts on the duration of rides using BikeShare, this paper observes if STA ozone alerts are effective in changing human behavior. The results show that only as a subscriber to the BikeShare program and on an alert day does duration decrease whereas customers regardless of if it is an alert day will ride more often and at longer distances. The results contradict cost barriers to entry and suggest ambiguity in decision making.



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