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Factors affecting the intention towards active mobility in commuting : a dual study for the capital region of Denmark

Kenanidi, A.K. (2023) Factors affecting the intention towards active mobility in commuting : a dual study for the capital region of Denmark.

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Abstract:Purpose Transportation greatly impacts the environment and cities’ livability. To tackle the consequences, many cities have embarked on active mobility strategies, by promoting cycling and walking as a transport mode also in combination with public transport to facilitate longer distances. Nonetheless, a wide adoption of active mobility has not been achieved yet, even in mature active mobility cultures. This research aimed to identify the factors affecting citizens’ intention to adopt active mobility in commuting. Method The Capital Region of Denmark constituted the study context due to its mature active mobility culture alongside its rising population and passenger cars’ stock. Based on an extended theory of planned behavior, a dual study was implemented. Firstly, interviews with five mobility experts were conducted to get their views and forecasts on the factors derived from the literature, but also identify new potentially influential factors. Secondly, after assimilating the interviews’ results into a final research model, this was tested via an online survey among 151 citizens living in the Capital Region of Denmark whose commuting purpose was either working or studying. Findings During interviews, experts acknowledged the theory’s original three variables, that is, attitude, subjective norms, and perceived behavioral control, as predictors of intention, and generally agreed on the predictability of the initial research model. Additionally, they contributed to it with four new variables. In the survey followed, the theory’s three original variables were also confirmed as determinants of intention. Also, the perception of availability and quality of infrastructure and climate change knowledge were acknowledged as predictors of attitude and cycling culture of subjective norms. All other variables leading to the three original ones as well as habit leading to intention, were rejected. Conclusion An alignment between available literature and this research’s findings is observed as for the predictability of attitude, subjective norms and perceived behavioral control, with that underscoring the suitability of the theory of planned behavior in behavioral transport studies. Additionally, the acknowledgement of the three other factors as determinants of attitude and subjective norms underlines the importance of beliefs. Practically, communication strategies run by municipalities should consider the environment and cycling culture as communication angles, while investment in infrastructure could be important. Follow up research could test the research model in other mature and less mature active mobility contexts to identify commonalities and differences, while the addition of behavior could shed light on the factors’ effect on people’s actual behavior. Further research on climate change knowledge’s and cycling culture’s influence would be valuable.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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