The objective of this research was to model the relationship between the traffic in Bogor City in terms of non-technical aspects (i.e. ethics and behavior) among three categories of respondent namely private vehicle drivers, public transport drivers, and pedestrians. Data was collected using a structured questionnaire. The data was then analyzed using SmartPLS software. The results indicated that ethics and behavior of private vehicle drivers, behavior of public transport drivers, and ethics and behavior of pedestrian all had a significant relationship with the traffic of Bogor City with behavior of public transport drivers becoming the most significant predictors of traffic of Bogor City. The implications from this research are further explored as recommendations for the Government of Bogor City.