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Finding a theoretical framework that systematically guides this study is essential to be able to understand the research problem in a coordinated and coherent way. The theory helps as well “to identify the variables and possible relationships to be studied” (Robson, 2002, p. 156). Besides, establishing a theoretical framework, it is essential because once the research problem is explored and the research questions are answered, suggestions for the design of transport policy measures will be included in chapter eight. These recommendations aim to inform transport planners and policymakers in the design of policy measures and interventions. The theoretical framework is useful to understanding the policy interventions and assessing whether transport interventions are successful or not (Bamberg et al., 2011) because it is possible to carry out analysis based on the variables and measure the extent of the success of the measures.

Someone’s behaviour is an individual response to a series of beliefs that result from a cognitive process (Ajzen, 1991). These

assumptions can be incorrect, irrational or based on prejudices (Ajzen and Fishbein, 2005). Understand this cognitive process, and the different predictors of the behaviour have been historically difficult

and challenging for the social psychology (Fazio and Olson, 2007). An additional challenge understanding behaviour result from

individual characteristics such as gender, age, cultural, situational and educational differences and even from the social and physical environment and the information accessed (Ajzen and Fishbein, 2005). To understand this cognitive process in different fields, social psychology once called the study of attitudes, had explored the role of attitudes influencing subsequent behaviour (Fazio and Olson, 2007). In transport studies, psychological theories have been pointed out as the essential framework to explore attitudes and transport behaviour (Davies et al., 1997, Heinen et al., 2010, Heinen et al., 2011), because these theories are helpful explaining the link between attitudes and behaviour.

According to researchers, not only attitudes are linked to individual’s behaviour. The Theory of Reasoned Action (TRA) (Ajzen and

Fishbein, 1980) established that intention, precedes any behaviour and that the intention is influenced by other factors such as attitudes and subjective norms. This theory was improved by adding the concept of perceived behavioural control as a construct resulting in the Theory of Planned Behaviour (TPB) (Ajzen, 1991). Although this approach has been applied mainly to analyse behaviours in relation with health, it has been considered in transport studies as one of the most influential theories to explain the link between attitudes and behaviour (Basford and Britain, 2002, Anable, 2003, Bamberg et al., 2011, Anable et al., 2006a).

For instance, analysing particularly factors deterring and motivating cycling, Parkin et al., (2007c) argued that understanding and

measuring the factors influencing the choice to cycle is difficult, thus measuring those factors carefully is essential. But the TPB with the additional variables it could help to explore the factors preceding intention to perform a behaviour. Control factors and social norm explained in the TPB had been already used in European studies to understand bicycle use.

The TPB is a theory considered essential in transport studies (Basford and Britain, 2002, Anable, 2005a, Bamberg et al., 2011). Because it incorporates notions of moral norm and it has been useful to understand the gap in attitude and behaviour in transport studies (Anable, 2003, Anable et al., 2006a). The TPB which states that intention precedes any behaviour is turn influenced by the interaction of these three elements: attitudes, subjective norm and perceived control. According to Ajzen (1991), Attitudes are determined by positive or negative behavioural beliefs about the outcome of the behaviour. Subjective norm is defined by normative beliefs about that behaviour. These beliefs are the perceived individuals’

expectations from the important people (the referent group).

Individuals' control belief determines perceived behavioural control. This is the individual’s perception of their ability to perform the

behaviour.The behavioural, normative and control beliefs are also influenced by personal and demographic characteristics, individual, social, and information “background factors” (Ajzen, 2002). Figure 5 contains the model of the TPB.

Figure 5 Theory of Planned Behaviour (Ajzen, 1991)

Ajzen (1991) defined behaviour as ‘the observable response in a given situation with respect to a given target’, in the context of this study, the target is to use the bicycle over other transport modes.

Intentions that precede any behaviour are understood as the promptness to perform a determined behaviour. This promptness ‘capture the motivational factors that influence a behaviour’ (Ajzen, 1991).

A definition of attitudes in the context of cycling was given by Basford and Britain (2002):

“Attitude encompasses a range of factors but may be summarised as a general orientation towards, in this case cyclists and the degree to which they are viewed as legitimate road users. Attitude also encompasses the subjective assessment of the characteristics of cyclists as sharers of road space” (Basford and Britain, 2002, p. 3).

Basford (2002) used the TPB and highlighted that perceived

behavioural control is an essential part of the framework since it has implications for inappropriate behaviour when this is not necessarily reflecting negative attitudes for choosing a transport mode. He concluded that the TPB was useful to detect how drivers consider themselves as an in-group while cyclists are an out group.

The influence of other people are explained by Avineri (2011)

“Individuals are influenced by ‘significant others’, people in their social networks, and people who have geographical and social proximity (neighbours, work colleagues, class colleagues)” (Avineri, 2011, p. 3).

To understand the impact of others’ opinions on peoples’ behaviour the TPB considers the subjective norm. Regarding cycling, this is a concept important to consider in studies where cycling is not a traditional practice. Heinen (2011) evidenced that the perceived opinion of others only affects the mode choice over short distances, but the study case was based only on cyclists’ sample.

The perceived image of cycling (and the self-image of the cyclist) can be influenced by how the individuals’ referent group, expect that person to behave, as explained by subjective norm of the TPB

(Ajzen, 1991). The subjective norm assesses the strength of the Injunctive Normative Beliefs and the Descriptive Normative Belief using injunctive and descriptive referent groups. In contrast with the Social Norm Theory which states that there are norms that are

related to the group, the individual feel is belonging to. So there is not necessarily a relationship but identification with a certain group. Social Norms as explained by Cialdini et.al. (1991) can be of three kinds. Descriptive (based on the individual’s perception of how the group he belongs to behave); injunctive (based on the individuals perception of the approval or disapproval by the group he belongs to) and personal (based on how the individual assesses his or her own behaviour).

2.4.1.3 Extended Version of the Theory of Planned Behaviour