O que motiva os Paulistanos a usarem a bicicleta como meio de transporte? Um estudo à luz da Teoria do Goal Framing
DOI:
https://doi.org/10.5902/1983465969044Palavras-chave:
Goal Framing, Motivação, Bicicleta, Transporte, LogitResumo
Purpose – O que motiva os paulistanos a usar a bicicleta como meio de transporte? Para responder a essa pergunta, nos baseamos conceitualmente com a Teoria do Goal-Framing (Lindenberg, 2000), que busca entender como as escolhas individuais são feitas; assim como as variáveis exógenas, como clima e temperatura, que podem influenciar nessa decisão.
Design/methodology/approach – Empiricamente, realizamos um estudo quantitativo, com base em dados primários de 252 respondentes e analisados por meio de modelos de regressão logística, a partir dos quais obtivemos a probabilidade de uso de bicicletas e os pesos relativos de cada uma das variáveis definidas em nossa seção teórica.
Findings – O que motiva os paulistanos não são razões econômicas, mas sim aspectos normativos (fazer o que é certo) ou hedônicos (busca da satisfação pessoal). Em outras palavras, demonstramos que os ciclistas fazem essa escolha pelo cumprimento de uma norma, buscando benefícios ao meio ambiente e direta ou indiretamente à sociedade, ao invés de se beneficiarem individualmente dessa decisão.
Practical implications – A pesquisa tem implicações para as políticas públicas.
Originality/value – O estudo é um dos primeiros a testar empiricamente a Teoria do Goal Framing (Lindenberg, 2000) e, até onde pudemos dizer, o primeiro a avaliar as motivações para o uso da bicicleta como meio de transporte no Brasil e na América Latina .
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