Abstract:

This research investigates an underutilization of the local public bus transport (PBT) for decades in George Town regional conurbation center located in Penang, Malaysia. A research model was developed based on theory of interpersonal behavior (TIB, Triandis, 1980) to examine empirically the intention and behavioral readiness to use PBT among the commuters. The model was tested using the variance-based structural equation modeling technique of partial least square (PLS-SEM).The findings indicated that the commuters’ intention was significantly influenced by their cognitive, social and affect, whereas their behavioral readiness was dominantly influenced by their intention. Intervention strategy is proposed to create awareness of environmental impact consequent upon heavy use of private vehicles. The empirical findings provide insight of phase-tailored program to promote volitional use of PBT among commuters.