Rural residents experience higher rates of chronic health conditions related to physical inactivity, such as heart disease, and are less active than urban residents. Walking is the most common form of physical activity and those who walk are more likely to be sufficiently active to obtain health benefits. Perceived walkability is associated with walking more frequently. There is limited knowledge on what factors influence perceptions of walkability in rural adults, who walk less than their urban counterparts. We sought to address this knowledge gap with our study, “Associations of Physical Activity-Related Social Norms and Frequency of Outdoor Walking with Perceived Walkability Among Rural Oregon Adults.”

Social Cognitive Theory states there are dynamic and reciprocal relationships between behavior (in this case, walking), cognition, and the social and built environment. Applying this theory, perceived walkability, the built environment, the social environment and frequency of walking all influence each other. In our study, we assessed the associations of social norms (social environment) and frequency of walking in the neighborhood (direct experience of the built environment) on perceived walkability in rural adults. Three hundred and thirteen adults living in 18 rural Oregon communities completed surveys about physical activity-related social norms, frequency of walking in the neighborhood, and perceived walkability and age, gender, and income.

Study Findings

1. Both social norms and frequency of walking in the neighborhood were positively associated with perceived walkability.
2. The social environment (social norms) was more influential than the direct experience with the built environment (frequency of walking in the neighborhood) on how these rural residents perceived walkability of their environment.
3. Income had a significant association with perceived walkability, with lower income individuals reporting worse perceived walkability. Gender and age were not significantly associated with perceived walkability.

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We concluded that the social environment plays an important role in perceived walkability. Based on the reciprocal relationship between these two factors, intervening in the social environment could impact perceived walkability, and in turn, the frequency of walking in rural adults. One way to intervene in the social environment is by implementing group walking programs, since these programs focus on building social support, cohesion, and connections among participants.

For more information, please read “Associations of Physical Activity-Related Social Norms and Frequency of Outdoor Walking with Perceived Walkability Among Rural Oregon Adults” in the September 2025 issue of the Journal of Public Health Management and Practice.

Acknowledgments

We would like to acknowledge our co-authors of the article for their work on this analysis: Nathan F. Dieckmann, Jim Winkle, Heather Franklin, Jessica J. Currier, and Elena Andreyeva.

Funding for this research was provided by the National Institute of Nursing Research.

Jay Maddock, PhD, FAAHB, is director of the Center for Health & Nature. He also serves as a Regents Professor in the Department of Environmental and Occupational Health at Texas A&M and Chair of the Nature and Health Alliance.