Braving the elements: Understanding and promoting winter cycling behavior

Cycling is among the healthiest and most sustainable forms of transportation, with the potential to reduce congestion and emissions. However, many cyclists switch to motorized vehicles when temperatures drop, raising questions about promoting winter cycling, an area with limited research. Our study addresses this gap by examining factors influencing winter cycling and intervention strategies. Using stimulus–organism–response theory and a literature review on winter cycling, we surveyed 11,034 Swiss cyclists online. Exploratory and confirmatory factor analyses revealed four latent factors impacting winter cycling intentions: cycling identity, health consciousness, adverse weather safety concerns, and winter road safety concerns. We also assessed five behavioral interventions aimed at promoting winter cycling: a monetary incentive, social comparison, an additional paid day of holidays per year, a competition, and goal setting. All interventions increased participants' winter cycling intentions, with the paid day off being the most effective and social comparison the least effective. Further moderation analyses revealed that adverse weather safety concerns moderate the link between the interventions and winter cycling intentions. This research contributes to the transportation literature by providing new insights into the psychological factors facilitating active transport behavior under adverse conditions. This study offers guidance for policy-makers and practitioners interested in promoting sustainable mobility, specifically, winter cycling.