This study explores the behavioral intention to use the bus while considering the perceived quality of bus service, problem awareness, and moral obligation of people in Ho Chi Minh City (HCMC), Vietnam. The purpose is to test the feasibility of developing mobility management measures persuading motorcycle users to use the bus more, and if so, how. Principal components analysis on a set of psychological factors related to various aspects of bus use yielded four factors: moral concerns, negative expression, quality perception, and social status. The regression of the intention on these four factors revealed that determinants of intention to use the bus in HCMC are moral concerns and the perception of quality. Based on the psychological relationships, mobility management measures can be applied in persuading people to change their behavior toward using the bus.