This research has adopted a qualitative approach and methodology based on the interpretivist paradigm. The research was conducted using two methods: questionnaires and follow-up semi-structured interviews. To explore the background of the natural rubber industry, identifying its key demographic characteristics and the current situation with regard to freight transport usage, a questionnaire survey was conducted using a sample of 73 shipping managers. Fifty individuals completed and returned the questionnaires. In support of a substantive study, in-depth interviews of the managers of 21 companies were used to investigate what factors influence the selection of transport modes and how they impact on their decisions. The interviewed transcripts were analysed using template analysis.