Understanding cyclists’ perceptions, keys for a successful bicycle promotion

•We contribute with an exhaustive review of factors influencing bicycle use.•Approach to identify non-traditional factors to understand users’ perceptions.•Experienced riders exhibit more positive attitudes; non-riders should be exposed to biking.•Policies should aim at removing the barriers perceived as external.

Many variables that influence bicycle use beyond time and cost have been included in models of various types. However, psycho-social factors that make the bicycle eligible as a modal alternative have not been identified properly. These factors are related to intention, attitudes and perceptions, and their identification can contribute to obtain the keys for a successful bicycle policy. Here, an in-depth investigation of cyclists’ perceptions is attempted using a large university survey designed and collected ad hoc, and then applying exploratory and confirmatory factor analyses. After identifying fourteen factors, a structural equations model was estimated to find structure and relationships among variables and to understand users’ intentions to use the bike. Four (latent) variables are identified, namely convenience, pro-bike, physical determinants and exogenous restrictions. The main conclusion is that convenience (flexible, efficient) and exogenous restrictions (danger, vandalism, facilities) are the most important elements to understand the attitudes towards the bicycle.