Motivators to participate in the Danish bike-to-work campaign

Abstract

The current study investigates the success of the Danish bike-to-work campaign (Vi cycler til arbejde), a best practice example of the Danish planning approach promoting modal shift with a shared vision, and innovative self-sustaining institutional programs and business solutions. Rather than relying on tax exemptions or subsidiaries, the campaign largely depends on its ability to cater for people’s functional and emotional needs. Therefore the present study focuses on the role of existence, relatedness and growth in encouraging participation in the campaign. A behavioural framework was formulated, and data collected from an online survey developed during the study was used to validate the framework and estimate corresponding mathematical models.

Results indicate that (i) growth needs are positively influenced by existence and relatedness needs (ii) participation is positively related to self-actualization and negatively related to perceived cycling difficulties, (iii) social norms and bonding are a stronger contributor to competitiveness than fitness or health needs, (iv) firm’s consistent participation in the campaign over several years is an important factor in the participation of its employees, (v) cycling experience is positively associated with less perceived difficulties, and (vi) needs are positively associated with cycling habits on weekdays/weekends, the availability of a mountain bike/BMX and recreational and utilitarian cycling purposes.