RIDE Support Resources – SHIFT & Behaviour Change

Shift and Behaviour Change

The primary goal of the Shift programme is to get people making more short journeys by bike.

These journeys may be as simple as a trip to the local shop, visiting a friend or maybe the school run (not always so simple!). Or there may be a goal to use their bike for commuting or in their work environment.

Whether big or small in aspiration we have built the Shift programme around a particular model for behaviour change and how people make decisions, enact on those decisions and are supported in those decisions to change the way they make those short journeys by bike.

COM-B Behaviour Change

We have built the Shift programme on the COM-B model. The B standing for Behaviour and the C, O and M are the things that influence our behaviour and ultimately our behaviour change.

C – Capability

O – Opportunity

M – Motivation

We have linked each of these three to the three modules for Shift.

Opportunity – Bike Ready

Capability – Learn

Motivation – Ride

The following three sheets look at these elements and their connection to our Shift programme.

Physical & Psychological Capability - learn -

Need to have the capability to cycle independently (physical ability).

Need to have the confidence to cycle in their local community (self-efficacy).

Physical & Social Opportunity - bike readySupport worker/social support within their network to undertake short journeys by bike. These journeys need to have benefit/enablement to the individual’s life.

More short journeys done by bike

Automatic & Reflective

Motivation

- ride -

Intention to make short journeys by bike. Clear motivator for the individual (finance, environment, health, time)

Establish routine and habit and be able to set a plan and evaluate behaviour.