Gender imbalance in the transport sector is a growing concern. Worldwide, women are significantly underrepresented among transport decision-makers, planners, and workers. Gender diversity is notably lacking in popular transport in the global South, where minibuses and two- and three-wheelers are almost exclusively operated by men. Popular transport therefore often fails to reflect and represent the needs of women, and their exclusion from transport professions limits their full participation in social and economic development. Hence, using the case of motorcycle taxi driving in Kigali, Rwanda, this research aims to address the gender gap in popular transport provision. We conducted an online survey targeting the female population of Kigali (N = 306). Guided by the theory of planned behavior and social norm theory, our analysis utilizes structural equation modeling to measure the extent to which women intend to become motorcycle taxi drivers and identify contributing factors. Our results show that 47.7 % of respondents are interested in this profession. This interest is primarily driven by individual factors such as attitudes and perceived behavioral control, rather than external influences and subjective norms. However, structural barriers such as safety and security concerns, domestic and familial responsibilities, and limited access to financial resources persist. It is imperative to reshape narratives and perceptions of popular transport professions within media and policy frameworks, if gender equality and women's participation in this sector are to be enhanced. Additionally, facilitating access for women to driving training programs and vehicle loans can empower them to overcome barriers and facilitate entry and advancement of women in the industry. © 2024 The Authors
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