Speaker
Description
While there is a global push towards active mobility, many regions encounter challenges in achieving successful transformative action. Nonetheless, intriguing exceptions exist, such as in the Netherlands, where individuals adopt active modes like cycling despite adverse weather conditions. This phenomenon suggests that travel decisions are not merely considered decision but also habitual travel choices.
This study utilizes Cognitive Dissonance Theory to examine the complex interplay between attitudes and behaviors that drive individuals in the Netherlands to cycle in challenging weather. The analysis focuses on the attitudes of individuals who hold a positive disposition towards cycling in adverse conditions, highlighting the social and cultural factors that reinforce this attitude. It also examines those who, despite holding negative attitudes, continue to bike frequently in poor weather, revealing the presence of attitude-behavior dissonance and the reasons for the lack of behavioral change. This indicates that people often seek to reduce cognitive effort and decision-making pressure by relying on ingrained routines.
The research uncovers nuanced self-justifications and the ways in which ingrained habits outweigh discomfort, influenced by socio-cultural factors such as cultural symbols, peer pressure, social norms, social media signals, shared values, and habitual behaviors formed during upbringing. These findings emphasize the need to shift the focus of active mobility promotion beyond physical infrastructure, advocating for strategies that are adaptable to local conditions and cultural contexts rather than replicating a single-country or single-culture development model.
| Keywords | Active Mobility; Cognitive Dissonance; Cycling Attitudes; Socio-Cultural Influences; Habitual Behavior |
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| Best Congress Paper Award | Yes |
