Creating cultural change through the theory of planned behavior and cultural interpretation : a project to promote the use and safety of bicycling for transportation

Abstract

Purpose of the project is to promote the safe use of utilitarian bicycling, specifically bicycling as a means of transportation, through the design of a series of interpretive signs along with an associated website for the example city of Ithaca, NY. The author posits that creating a significant modal shift in transportation mode from motor vehicles requires interrelated changes in policy, infrastructure, and cultural beliefs -- and asserts that this project addresses the latter. Using interpretive exhibits and the theory of planned behavior, the following goals are to be promoted: awareness of cycling as feasible transportation option; drivers’ awareness and empathy of cyclists; provide drivers and cyclists with an easily accessible source of information; promote the social acceptability and efficacy of cycling; reduce barriers to participation. Also provides an overview of research on the personal and societal benefits of bike commuting, constraints, promotion strategies, and the theory of planned behavior.