Understanding caregivers’ intentions for their child to walk to school: Further application of the theory of planned behavior

ABSTRACT

Increases in childhood obesity have coincided with declines in active transportation to school. This research builds on largely atheoretical extant literature examining factors that influence walk-to-school behavior through application of the theory of planned behavior (TPB). Understanding caregivers’ decision for their child to walk to/from school is key to developing interventions to promote this cost-effective and accessible health behavior. The results from an online survey of 512 caregivers provide support for the TPB, highlighting the important role of subjective norms. This suggests marketers should nurture caregivers’ perception that important others approve of walking to school.

KEYWORDS:

• Active transportation
• children
• obesity
• social marketing
• theory of planned behavior
• walking

Acknowledgments

The authors wish to acknowledge research assistance provided during the research design and data collection stages of this project.