First Advisor

Aaron Golub

Date of Award

Spring 6-13-2025

Document Type

Thesis

Degree Name

Bachelor of Science (B.S.) in Community Development and University Honors

Department

Urban Studies and Planning

Language

English

Subjects

Behavior change theory, Urban Cycling, Theory of planned behavior, Transtheoretical Model, Transportation Planning, Sustainable Transportation, Biking, Urban Planning

Abstract

This thesis addresses the recent decline in bicycle mode share in cities like Portland, Oregon, despite decades of investment in cycling infrastructure. While the “build it, and they will come” approach succeeded through the early 2000s, it no longer meets targets for bicycle use or broader goals related to sustainability, congestion, health, and safety. A new approach is needed that effectively rebuilds the cultural and behavioral components of cycling. This research asks: What role can behavior change theory play in increasing the effectiveness of public perception campaigns to promote urban cycling? Using a qualitative methodology, this study draws on behavior change theories, primarily the Theory of Planned Behavior (TPB) and the Transtheoretical Model (TTM), to analyze domestic and international cycling campaigns and relevant literature. TPB emphasizes the roles of attitudes, subjective norms, and perceived behavioral control (PBC), while TTM outlines behavioral change through stages of readiness. Findings suggest that infrastructure alone is insufficient and must be paired with interventions that target psychological and cultural barriers. Campaigns should promote the benefits of cycling (health, affordability, sustainability) without overstressing risk. Messaging should be inclusive and tailored to different demographic groups and stages of readiness. Life transitions offer key moments to disrupt existing habits and influence modal choice. Integrating behavior change theories with cyclist typologies like the Geller Four Types can help planners and policymakers create more effective, equity-focused strategies. A collaborative approach, which balances infrastructure with targeted social marketing is critical to reversing the decline in cycling and achieving long-term urban mobility and sustainability goals.

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