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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. The survey was based on two different theories; "Theory of planned behaviour" (TPB ) and "The Transtheoretical model of change" (TTM). In the survey, participants were answering different questions based on the above theories and were asked to link them to a journey they usually make in a week. Results from a regression analysis showed that 10% of their intentions to cycle were explained by the distance travelled. When added to their attitude, subjective norm, descriptive norm and perceived behavioural control in step 2, the variance increased to 57%. 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. The final section of this report only analysed travellers who travelled a distance of 7 kilometres or less. In this section a combination of questions based on TPB and TTM were used. The greatest difference between the stages defined by TTM was that people at stage 1 (pre contemplation) had a significantly more negative attitude towards cycling compared with step 5 (maintenance). The study also included a factor analysis including different behavioural beliefs. The results presented three different components; "fast and efficient", "well-being and environmental awareness” and "discomfort". It was shown that the greatest difference between the different stages was with regard to “fast and efficient”, i.e. short-term effects. Those who were at the early stages were less likely to agree with this compared with those who had changed their behaviour or were on their way. In contrast, almost everybody argued that cycling was good for their own health and the environment which were part of component 3 "well-being and environmental awareness”. In conclusion, this study demonstrates that the combination of the theories TPB and TTM is useful when studying the factors that affect modal choice. 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. The report finish with some recommendations aimed to increase the number of cyclists.

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Vision Zero for Sustainable Road Safety in the Baltic Sea Region

The conference Vision Zero for Sustainable Road Safety in the Baltic Sea Region is held i Vilnius, Lithuania. VTI is part of the organisation committé and also one of the speakers.

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