Human-Centred Mobility Applied Behavioural Science for Increased Cycling Among Commuters

Purpose and goal:

Cycling is a mode of transport with great potential to generate several positive results from a health and environmental perspective. The aim of the Cykelskiftet project has been to apply world-leading behavioral science methods to develop concept proposals for behavior-changing efforts that have the potential to increase the number of bicycle trips among commuters in Sweden.

The project has successfully applied the Behaviour Change Wheel framework and presented four conceptual proposals based on behavioral science that can contribute to increased bicycle commuting in Sweden. Expected results and effects:

The project has generated new knowledge about factors that influence the target group´s transition from car to bicycle trips, with a focus on bicyle benefits. The project has proposed actionable strategies that can be tested by various actors. In the design of the strategies, existing range of solutions in the area have been considrered, and in some cases these have been integrated into the strategies.

The results have high relevance for several actors and organisations and have received positive feedback from the industry, employers and cycling associations. Approach and implementation:

The project´s work process and method are based on the behavioral science framework Behaviour Change Wheel (BCW) which guides the design and implementation of behavior change interventions. Cykelskiftet used the framework and its models to select a target behavior, perform a behavioral diagnosis (identification of barriers/facilitators of the target behaviour) and select appropriate behavior change techniques (BCT:s) that were included in the four concept proposals proposed by the project. Methods and results are depicted in a report that is available on the project´s website.