Developing an intention to use amongst non-users of the Bus Rapid Transit (BRT) System: An emerging market perspective

Document Type

Journal Article

Publication Date


Subject Area

place - africa, place - urban, mode - bus rapid transit, planning - marketing/promotion, ridership - attitudes, ridership - behaviour, ridership - perceptions


Theory of planned behaviour, Technology acceptance model, Consumer behaviour, Intention to adopt, Public transport, BRT


Urbanisation and over-reliance on private transportation in many countries has led to governments seeking ways to reduce the pressure on roads, reduce carbon emissions, and increase transportation routes from less-developed areas into urban areas. To achieve this, the bus rapid transit (BRT) system has been implemented in >40 cities worldwide. This study aims to determine whether non-users of the BRT in South Africa would consider future adoption of the BRT, using the technology acceptance model (TAM) and the theory of planned behaviour (TPB). This study is important from a developing country and especially a South African perspective, as this system has been facing low adoption rates and financial losses. Non-probability convenience sampling was used to obtain 227 responses from non-users of the BRT. Results from a confirmatory factor analysis and structural equation modelling showed that perceived ease of use, perceived usefulness, attitude, subjective norms, and perceived behavioural control all influenced the non-user's intention to adopt the BRT. To change non-user perceptions of and attitudes to the BRT, an educational campaign to illustrate how easy it is to use the BRT is recommended. An experiential marketing and social media campaign is recommended to build favourable attitudes towards the brand.


Permission to publish the abstract has been given by Elsevier, copyright remains with them.


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