The objective of the thesis was to investigate young Danes’ decision making in relation to wearing bicycle helmets. Researching the influencing factors on the segment’s decision making is important to explore, as the insights may ultimately lead to improvements of both bicycle safety and socioeconomic advantages.
What influences the segment of young Danes in their decision making was explored through a mixed methodology, two-stage analytical process. Initially, the phenomenon was qualitatively explored through focus groups. Following this, the insights gained from the qualitative analysis was quantitatively investigated through an online questionnaire, increasing the validity and testing the generalisability of the findings.
Through the analysis, it was concluded that what characterises and influences young Danes’ decision making in relation to wearing bicycle helmets can be explained by four overarching influencing mechanisms; the individual’s own attitudes towards the behaviour, the subjective norms, the perceived behavioural control and self-efficacy beliefs. Within each of the overarching mechanisms, several subthemes were identified to influence young Danes’ decision making in relation to wearing bicycle helmets. Overall, the thesis contributes with important insights on the dominating influencing factors on young Danes’ decision making, both from a practical and theoretical perspective.
Based on the analysis, strategic recommendations for relevant stakeholders was proposed. Concretely, an important insight included the diversity of the segment of young Danes and the factors influencing their decision making.
Suggestions for future research was presented, focusing on geographical and age-group expansion and research on the potential of legislation within the area.
|Uddannelser||Cand.merc.bcm Brand and Communications Management, (Kandidatuddannelse) Afsluttende afhandling|