Motorcycle taxi services are a common informal transportation mode in cities across the Global South, primarily used due to their low cost, speed, and accessibility in areas where traditional transportation modes are unavailable. The rapid expansion of motorcycle taxi services can be partially attributed to the low levels of service in traditional public transport systems. Despite their relevance in various urban contexts, few studies have explored the emotional factors influencing the decision to use this mode of transport, leaving the subjective motivations behind motorcycle taxi usage underexamined. Therefore, this study applies the primary emotional response (PER) model to explain people approach or avoidance behaviour towards motorcycle taxi use by using Structural Equation Modelling (SEM) and surveys conducted in an urban context in the Global South (i.e., Cartagena de Indias, Colombia).