The purpose of this paper is to contribute to the understanding of social sustainable consumption in the context of improved ridership in public bus transport (PBT). It investigated the social predictors and implementation intention of drivers to use PBT.
The empirical data were collected through online survey. The respondents of the online survey were 313 drivers in Penang, Malaysia. A conceptual model was designed to test implementation intention of the drivers in using the PBT. Data analysis was performed using the variance-based structural equation modeling technique of partial least squares.
The findings indicate that the drivers’ intention to use PBT is significantly influenced by their referent group, gender role, and commitment to environment. In addition, their implementation intention is significantly predicted by the intention to use PBT.
This study was performed in Penang using convenience sampling method. The results need to be replicated using a different sample in other developing countries to test its stability.
Policy makers and transport managers need to be guided by the importance of the drivers’ referent group, gender role, commitment to environment, and intention in order to improve ridership of the PBT.
The research on referent group, gender role, commitment to environment, intention, and the implementation intention of the drivers using the theory of interpersonal behavior in PBT is unprecedented.
