Proceedings of 9th Asian Business Research Conference
20-21 December, 2013, BIAM Foundation, Dhaka, Bangladesh ISBN: 978-1-922069-39-9
The Motivational Drivers of Public Transportation Avoidance by the
Young Urban Bangladeshi Consumers
Tasmia Ekram Tushi* and Rafsan Elahi**
This study aims to investigate the conceptual structure of public transport
avoidance among young urban consumers in Bangladesh. Empirical examination
has been conducted to evaluate the impact of negative beliefs in the behavioral
intension of customers. A conceptual model of public transportation avoidance has
been proposed and tested on the basis of literature review and in-depth interviews.
Web-based online survey data are analyzed by second-order factor analysis and
hierarchical regression. The second-order structure of eight negative beliefs is
statistically supported. Among these negative beliefs, unsafely and unavailability
have positive effects on public transportation avoidance. On the other hand,
expensiveness has a negative effect on public transportation avoidance by the
young urban consumers. The results are based on convenient sampling of young
male and female in Bangladesh. However, it is tested in Dhaka, where a lot of the
people from different cities come in for education, business and other purpose. This
study represents a new attempt to apply the model of brand avoidance to an
explanation of public transport avoidance from developing country perspective.
Keywords: Public Transportation, Brand Avoidance, Negative Beliefs, Bangladesh,
Young Consumers, Urban, Road Safety.
*Tasmia Ekram Tushi, Lecturer, School of Business, North South University, Bangladesh. Email: tasmia@northsouth.edu
**Rafsan Elahi, Lecturer, School of Business, North South University, Bangladesh. Email: rafsan@northsouth.edu,