Abstract
While the quality of a public transportation system is determined by its sustainability, as well as the regulations governing its operations, the decision-making process of an individual, in terms of his/her selection of a transportation option, is highly influenced by issues related to behaviour. This research delves into the manner in which cultural (CLT), social (SCL), psychological ((PLG) and personality (PLS) issues, affect passenger preference for a transportation mode. The findings, derived through the employment of the SMART partial least squares structural equation modelling (SmartPLS-SEM) approach, clearly indicate that PLS factors, including age and lifecycle stage (PLS1), economic situation (PLS2) and lifestyle (PLS3), significantly influence an individual’s public transportation selection (TS). As such, during their efforts to enhance the quality of public bus services, it is essential that transportation operators and policymakers take into consideration the passengers’ PLS traits, along with all other influencing factors, and utilize them as the primary guideline for the crafting of policies, aimed at achieving public transportation sustainability.
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