This report describes the results of a survey including 1.133 people using a questionnaire covering factors that affect traveller´s intentions to cycle and how to get the "reluctant" rider to start cycling. In the survey, participants were answering different questions based on two different theories (Theory of planned behaviour and The transtheoretical model of change) and were asked to link them to a journey they usually make in a week. Results showed that distance travelled was an important factor influencing modal choice although this was not the only one since attitude, social norms and perceived behavioural control were also important. The participants were then divided into two groups; those who biked or used the car on a regular basis. Motorists were more negative to cycling and believed that it was sweaty, not particularly comfortable, and that it would make it difficult for them to carry out everyday activities. For the cyclists however, it was felt that the bike contribute to a sense of freedom, it was a convenient way to travel and it made them to feel more alert. Cyclists also argued that cycling helped to improve the environment, a view they shared with the motorists. Motorists and cyclists' views on the social norm were also different. The cyclists believed to a greater extent than motorists that their closest friends would accept that they biked and they were also more likely to mix with other cyclists. The results show that people are at different stages in the change process and that measures should be tailored to the stage the group is at. At the earlier stages when the person still holds a negative attitude towards the new behaviour the focus should be on positive aspects of cycling that provide short-term rewards while the behaviour at the same time must be considered as a possible alternative. This also means that they must realize that their own behaviour brings a number of problems. The study also showed that less attention is needed to convince people that cycling is good for their own health and the environment because they are already aware of this. If one is to persuade people that cycling is a great way to get around, the message must be believable and it must be easier to bike. People who try to ride a bike for the first time is an especially vulnerable group. If the new experience is a disappointment there is a great risk that you refrain from cycling in the future. This means that more attention must be paid to the physical environment. The important issue for planners and decision makers is whether the network enables one to ride in a fast and convenient way. But one should also ask that if enough measures have been taken to prevent road accidents and bicycle thefts. To change behaviour takes time and the results from this study show that the motives depend on what stage of change the person is at, each stage has its own needs, and these needs should be taken into account when a program with the intent of increasing the proportion of cycling should be designed. This also mean that the approach taken has to be long term and that the strategy should be to define both main goals and sub-goals. (Author/publisher)
Abstract