What motivates Sao Paulo citizens to use bicycles as a mode of transportation? A study in the light of the Goal-Framing Theory

Foltram, Felipe Fedrigo; Schnaider, Paula Sarita Bigio; Pelegrina, Juliano

doi:10.5902/1983465969044

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Articles • Rev. Adm. UFSM 15 (spe) • Dec 2022 • https://doi.org/10.5902/1983465969044 copy

What motivates Sao Paulo citizens to use bicycles as a mode of transportation? A study in the light of the Goal-Framing Theory

O que motiva os Paulistanos a usarem a bicicleta como meio de transporte? Um estudo à luz da Teoria do Goal Framing

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

Purpose

What motivates Sao Paulo citizens to use bicycles as a mode of transportation? To answer this question, we conceptually rely on the Goal-Framing Theory (Lindenberg, 2000Lindenberg, S. (2000). The extension of rationality: Framing versus cognitive rationality. In F. C. J. Beachler, R. Kamrane (Ed.), L’Acteur Et Ses Raisons. Mélanges En l’Honneur De Raymond Boudon. (pp. 168 - 204). Press Universitaire de France. ), which seeks to understand how individual choices are made, and exogeneous variables such as climate and temperature which might influence in this decision.

Design/methodology/approach

Empirically, we conduct a quantitative study, relying on primary data from 252 respondents and analyzed by means of logistic regression models, through which we obtained the likelihood of using bikes and the relative weights of each of the variables defined in our theoretical section.

Findings

What motivates Sao Paulo residents are not economic reasons, but rather normative (doing what is right) or hedonic (the pursuit of personal satisfaction) aspects. In other words, we demonstrate that cyclists make this choice to comply with a norm, seeking for benefits to the environment and directly or indirectly to society, as opposed to benefitting individually from this decision.

Practical implications

The research has implication for public policies.

Originality/value

The study is one of the first to empirically test the Goal Framing Theory (Lindenberg, 2000Lindenberg, S. (2000). The extension of rationality: Framing versus cognitive rationality. In F. C. J. Beachler, R. Kamrane (Ed.), L’Acteur Et Ses Raisons. Mélanges En l’Honneur De Raymond Boudon. (pp. 168 - 204). Press Universitaire de France. ) and, as far as we could tell, the first to assess the motivations for the use of bicycles as a means of transportation in Brazil and in Latin America.

Keywords:
Goal Framing; Motivation; Bycicles; Transportation; Logit

Independent Variable	Description
Med_Mot_H	Median of Likert-scale responses about hedonic motivation
Med_Mot_E	Median of Likert-scale responses about gain motivation
Med_Mot_N	Median of Likert-scale responses about normative motivation
M_N3	Normative motivation as response to question about strongest motivation
M_H3	Hedonic motivation as response to question about strongest motivation
E_Rlv	Perception about terrain and feasibility to cycle in these conditions
R_Temp	Perception about extreme temperatures and feasibility to cycle in these conditions
E_Chuva	Perception about rain and feasibility to cycle in these conditions
E_Dist	Perception about distance traveled and feasibility to cycle in these conditions
E_Ciclo	Perception about bike lanes available in the route and feasibility to cycle in these conditions
E_RA	Perception about mugging and stealing and feasibility to cycle in these conditions
E_AcPes	Perception about accident safety and feasibility to cycle in these conditions
E_Conse	Perception about bike lane conservation and feasibility to cycle in these conditions
E_Vest	Perception about changing rooms available for cyclists and feasibility to cycle in these conditions
E_Bic	Perception about the presence of bike-parking and feasibility to cycle in these conditions
P_Bici	Owner or not owner of a bicycle (respondent)
P_Reg_Mora	Region where respondent lives
P_Reg_Trab	Region where respondent works or studies
P_Dist	Distance from respondent workplace or school to respondent home
P_Idade	Respondent age
P_Gen	Respondent gender
P_Renda	Respondent income range
P_Renda2	Separation of incomes over BRL10,000.00 (1) and below this amount (0)

	Model I	Model II	Model III	Model IV
Pseudo R2	0,7677	0,7834	0,8392	0,8092
Variables	Coef	Coef	Coef	Coef
Med_Mot_H	1,42**	1,55*	1,76	1,68*
Med_Mot_E	-1,88	-2,18	-3,25	-2,59*
Med_Mot_N	3,92***	4,27***	7,15**	5,38***
M_N3	-	2,78*	2,69	3,89
M_H3	-	0,42	-1,00	0,01
E_Rlv	-1,43	-1,22	-0,96	-0,98
E_Temp	1,66	1,62	0,40	0,94
E_Chuva	1,50*	1,22	2,64*	1,79*
E_Dist	-0,89*	-0,86	-1,39	-1,09
E_Ciclo	-1,02	-1,17	-2,87*	-1,72*
E_RA	0,23	0,76	0,68	0,73
E_AcPes	1,12	0,98	2,99*	1,86*
E_Conse	0,45	0,35	0,36	0,12
E_Vest	-0,37	-0,59	0,47	-0,53
E_Bic	0,23	0,41	-0,25	0,42
P_Bici	5,45**	6,45**	9,34**	8,09**
P_Reg_Mora	-0,02	0,06	-0,05	0,14
P_Reg_Trab	-0,17	-0,22	-0,29	-0,14
P_Dist	1,95**	2,20**	3,39**	2,78**
P_Idade	-0,04	-0,06	0,01	-0,04
P_Gen	3,10**	3,46**	3,02	2,76
P_Renda	-	-	-2,57**	-
P_Renda2	-	-	-	-2,87*

Universidade Federal de Santa Maria Avenida Roraima nº 1000, Prédio 74C, Sala 4210 - Cidade Universitária - Centro de Ciências Sociais e Humanas (CCSH) - Universidade Federal de Santa Maria (UFSM), Cep: 97105-900, Tel: +55 (55) 3220-9242 - Santa Maria - RS - Brazil
E-mail: rea@ufsm.br

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[1] AUTHORS

1. Felipe Fedrigo Foltram Institution / Affiliation: Universidade de São Paulo, São Paulo, SP, Brazil. Biography Summary: Bachelor in Business Administration - FEAUSP E-mail: fffoltram@gmail.com

Variable	Incentive Direction	Articles indicating incentive direction
Infrastructure	+	Dill & Carr, 2003Dill, J., & Carr, T. (2003). Bicycle Commuting and Facilities in Major U.S. Cities: If You Build Them, Commuters Will Use Them. Transportation Research Record, 1828(1), 116-123. https://doi.org/10.3141/1828-14 https://doi.org/10.3141/1828-14... ; Handy et al., 2010Handy, S. L., Xing, Y., & Buehler, T. J. (2010). Factors associated with bicycle ownership and use: a study of six small U.S. cities. Transportation, 37(6), 967-985. https://doi.org/10.1007/s11116-010-9269-x https://doi.org/10.1007/s11116-010-9269-... ; Pucher et al., 2010Pucher, J., Dill, J., & Handy, S. (2010). Infrastructure, programs, and policies to increase bicycling: An international review. Preventive Medicine , 50, S106-S125. https://doi.org/10.1016/j.ypmed.2009.07.028 https://doi.org/10.1016/j.ypmed.2009.07....
Crime/Infrastructure	-	Beck & Immers, 1994Beck, M., & Immers, L. (1994). Bicycle Ownership and Use in Amsterdam. Transportation Research Record. ; Handy et al., 2010Handy, S. L., Xing, Y., & Buehler, T. J. (2010). Factors associated with bicycle ownership and use: a study of six small U.S. cities. Transportation, 37(6), 967-985. https://doi.org/10.1007/s11116-010-9269-x https://doi.org/10.1007/s11116-010-9269-... ; Van Lierop et al., 2015Van Lierop, D., Grimsrud, M., & El-Geneidy, A. (2015). Breaking into Bicycle Theft: Insights from Montreal, Canada. International Journal of Sustainable Transportation , 9(7), 490-501.
Temperature too hot	-	Dill & Carr, 2003Dill, J., & Carr, T. (2003). Bicycle Commuting and Facilities in Major U.S. Cities: If You Build Them, Commuters Will Use Them. Transportation Research Record, 1828(1), 116-123. https://doi.org/10.3141/1828-14 https://doi.org/10.3141/1828-14... ; Flynn et Al (2011) ; Saneinejad et Al, 2011
Temperature too cold	-	Dill & Carr, 2003Dill, J., & Carr, T. (2003). Bicycle Commuting and Facilities in Major U.S. Cities: If You Build Them, Commuters Will Use Them. Transportation Research Record, 1828(1), 116-123. https://doi.org/10.3141/1828-14 https://doi.org/10.3141/1828-14... ; Flynn et Al (2011) ; Saneinejad et Al, 2011
Rain	-	Heinen et Al, 2011 ; Saneinejad et Al, 2011 ; Flynn et Al (2011)
Excessive elevation (terrain)	-	Cole-Hunter et Al , 2015Cole-Hunter, T., Donaire-Gonzalez, D., Curto, A., Ambros, A., Valentin, A., Garcia-Aymerich, J.,. . . Nieuwenhuijsen, M. (2015). Objective correlates and determinants of bicycle commuting propensity in an urban environment. Transportation Research Part D-Transport and Environment, 40, 132-143. https://doi.org/10.1016/j.trd.2015.07.004 https://doi.org/10.1016/j.trd.2015.07.00... ; Handy et Al, 2010Handy, S. L., Xing, Y., & Buehler, T. J. (2010). Factors associated with bicycle ownership and use: a study of six small U.S. cities. Transportation, 37(6), 967-985. https://doi.org/10.1007/s11116-010-9269-x https://doi.org/10.1007/s11116-010-9269-... ; Dill & Carr, 2003Dill, J., & Carr, T. (2003). Bicycle Commuting and Facilities in Major U.S. Cities: If You Build Them, Commuters Will Use Them. Transportation Research Record, 1828(1), 116-123. https://doi.org/10.3141/1828-14 https://doi.org/10.3141/1828-14...
Flat routes (terrain)	+	Cole-Hunter et Al , 2015Cole-Hunter, T., Donaire-Gonzalez, D., Curto, A., Ambros, A., Valentin, A., Garcia-Aymerich, J.,. . . Nieuwenhuijsen, M. (2015). Objective correlates and determinants of bicycle commuting propensity in an urban environment. Transportation Research Part D-Transport and Environment, 40, 132-143. https://doi.org/10.1016/j.trd.2015.07.004 https://doi.org/10.1016/j.trd.2015.07.00... ; Handy et Al, 2010Handy, S. L., Xing, Y., & Buehler, T. J. (2010). Factors associated with bicycle ownership and use: a study of six small U.S. cities. Transportation, 37(6), 967-985. https://doi.org/10.1007/s11116-010-9269-x https://doi.org/10.1007/s11116-010-9269-... ; Dill & Carr, 2003Dill, J., & Carr, T. (2003). Bicycle Commuting and Facilities in Major U.S. Cities: If You Build Them, Commuters Will Use Them. Transportation Research Record, 1828(1), 116-123. https://doi.org/10.3141/1828-14 https://doi.org/10.3141/1828-14...
Long distances	-	Beck & Immers (1994Beck, M., & Immers, L. (1994). Bicycle Ownership and Use in Amsterdam. Transportation Research Record. ) ; Cole-Hunter et Al (2015Cole-Hunter, T., Donaire-Gonzalez, D., Curto, A., Ambros, A., Valentin, A., Garcia-Aymerich, J.,. . . Nieuwenhuijsen, M. (2015). Objective correlates and determinants of bicycle commuting propensity in an urban environment. Transportation Research Part D-Transport and Environment, 40, 132-143. https://doi.org/10.1016/j.trd.2015.07.004 https://doi.org/10.1016/j.trd.2015.07.00... ) ; Pucher J. et al. (2010Pucher, J., Dill, J., & Handy, S. (2010). Infrastructure, programs, and policies to increase bicycling: An international review. Preventive Medicine , 50, S106-S125. https://doi.org/10.1016/j.ypmed.2009.07.028 https://doi.org/10.1016/j.ypmed.2009.07.... )