An integrated behavioural model for active transport mode choices

The current paper describes an integrated behavioural model that includes the main factors that can contribute to
a modal shift from motorized to active transport modes. It has been built based on an extensive literature review
of existing models from different disciplines, such as psychology, public health, urban planning and behavioural
economics. The model accounts for factors shaping behavioural intentions, such as attitudes, social norms and
perceived behavioural control, based on an extended version of the Theory of Planned Behaviour’. But the model
in this paper also acknowledges the role of non-conscious, automatic influences on behaviour, such as habits.
Habits have been consistently identified as a powerful determinant of modal choice.
The developed model is part of the ISAAC project (“Stimulating safe walking and cycling within a multimodal
transport environment”). It will be one of the key elements of an interactive checklist and guidelines for urban
and regional decision makers and practitioners. This will support them in identifying and implementing the most
appropriate measures to create a modal shift towards active transport modes.