How to stimulate employees to cycle to work: a quantitative fieldstudy

Anita van Essen1, Reint Jan Renes1,2, Jonas Moons1,Baukje Stinesen1

1University of Applied Sciences Utrecht 2Wageningen University

Sandra Valenbreder KSG Mobility & Accessibility (HU)Michael van Kouwen KSG Mobility & Accessibility (HU)

Why this study?

Focus of the study?

But first… How are you doing?

Changing my travel behaviour…

Study setup and method

1264 participants (52%)

online questionnaires

Living within cycling distance?

11 km 45 min

6 km 20 min

7.5 km 30 min

Modal Split vs km

Choice travel mode versus cycling distance

First conclusion

10% of the car drivers is a potential cyclist based on travel distance and time

90% of the employees living within cycling distance is already cycling to work!

Car drivers within cycling distance

comfort

speed

autonomy

freedom

Possible interventions…

autonomy

combine

reward

Back to my story

routeplan

subscribe

Try out

Car drivers outside cycling distance?

facilitate

move

budget moment

My story: happy ending?

alternative habit

relapse

support

Take-home message…

cycling is not a substitute but a connector

Interventions should facilitate feelings of autonomy and ‘whenever, wherever’

Employers should create an environment where in sustainable alternatives are the default choice

reward the desired behaviour!

Last warning!

Train ticket 10% more expensive during peak hours