Formative research identifying message strategies for a campus bicycle safety campaign using self-determination theory and the social norms approach.

This formative study investigates the utility of the social norms approach (SNA) and self-determination theory (SDT) in framing safe bicycling messages with the goal of increasing intention to use bicycle lanes on a university campus. In Study 1, observational data showed that the majority of campus bicyclists did not use designated bike lanes while cycling; thus, intention to use bicycle lanes was chosen as the dependent variable for Study 2. Survey data (n = 168) collected from college students measured SNA and SDT constructs related to intention to use bicycle lanes, including descriptive norms, injunctive norms, autonomy, competence, and relatedness.