Promoting Green Environment By Predicting Green Public Transportation Usage

Abstract

This study utilises the Theory of Reasoned Action (TRA) to examine the relationship between intention to use green public transportation, attitude, subjective norm, price and service quality. Quantitative research using an intercept survey approach was employed, involving a total of 193 respondents in this study. Analysis of Partial Least Square (PLS) was used to examine the suggested relationship. The result, however, indicates that there is no relationship between attitude and intention. Meanwhile, subjective norms, price, and service quality were significant predictors of green public transportation usage intention. This study contributes not only to green consumer behaviour but also to the management insights regarding green transportation and environment.