Why Not Pedal for the Planet? The Role of Perceived Norms for Driver Aggression as a Deterrent to Cycling

Cycling has many benefits for humans and the planet. This research investigates perceived norms and driver behavior toward cyclists as issues that may be useful for addressing reluctance to cycle. It connects perceived norms observed in the road context regarding aggressive driver behavior towards cyclists, and norms observed in workplaces regarding sustainability (perceived green psychological workplace climate) with driver aggressive behavior toward cyclists. Self-reported online survey responses from N = 426 Australian drivers were collected. Perceived norms regarding aggressive driver behavior toward cyclists were linked to drivers engaging more frequently in such behavior, but no such link was found for perceived green psychological workplace climate. However, perceived green psychological workplace climate moderated the link between perceived norms regarding aggressive driver behavior toward cyclists and drivers engaging in such behavior. When drivers perceived aggression toward cyclists to be common on the road, perceived green psychological workplace climate weakened the link between perceived norms regarding aggressive driver behavior towards cyclists and drivers engaging in such behavior. Findings reinforce the role of perceived road context norms regarding aggressive driver behavior toward cyclists for drivers engaging in such behavior. They illustrate that, while not directly linked, sustainability norms perceived in other contexts have a role in shaping car driver behavior towards cyclists. The study's findings suggest that interventions targeted at aggressive behavior toward cyclists in road contexts can focus on driver behavior norms and can be complemented by normative interventions in other settings to shape a key deterrent to cycling.