The Influence of Environment Concern, Norm Description, Service Satisfaction on Behavioral Intention of Suroboyo Bus Passengers in Surabaya

Surabaya is a densely populated city because it is a business and industrial center with an increasing demand for transportation. Currently, the use of private vehicles is more than public transportation. However, Surabaya has a City Bus service is known as the Suroboyo Bus, an environmentally friendly payment concept by exchanging used plastic bottles. To assess behavioral intentions of using public transportation, this study used an integrative model based on the Theory of Planned Behavior (TPB), service satisfaction, and environmental concern. A total of 150 completed questionnaires were collected from Surabaya residents who had used public transportation in the previous year for this study. The results of this study reveal that behavioral intentions in using the Suroboyo Bus are influenced by perceived behavioral control, subjective norms, and descriptive norms. Through perceived behavioral control and personal norms, environmental concerns indirectly influence behavioral intentions, bolstering the TPB model. This demonstrates the suitability of this TPB-based integrative model, while customer satisfaction is also a key factor in switching from a private vehicle to a public bus system, particularly with the Suroboyo Bus’s unique environmentally friendly payment system. Theoretical and policy implications are discussed, as well as research ideas for the future.