COMPARATIVE ANALYSIS OF ELECTRIC VEHICLE PURCHASE BEHAVIOR ACROSS GENERATIONS X, Y, AND Z: THE MEDIATING ROLE OF ENVIRONMENTAL CONCERN

Abstract

This paper studies the generational differences in electric vehicle-buying behavior among Generations X, Y, and Z in the Philippines with a focus on the mediating role of concern for the environment. As the world is gearing towards sustainable mode of transport, knowing how each age group views EV adoption has gained importance. It looks at different marketing approaches and purchase decisions through the prism of environmental awareness and buying power, alternately influenced by values and motivation. The respondents from Generation X and Generation Y seem to include environmental sustainability and social responsibility into their buying decisions, while Generation Z places its priority on innovation, convenience, and technology. Such generational differences tell of the need to create segmented marketing campaigns for more successful policy strategies to ensure adoption of EVs across all age groups. A descriptive-correlational design was applied in the study. Data gathering used a questionnaire sampled from a total of 740 respondents residing across the Philippines. The instrument development proceeded from a literature review and underwent inspection in a prospective pilot study with three environmental experts to ensure the items were clear and reliable. The survey was composed of items meant to measure the demographic profile, environmental concern, and purchase intention towards an electric and electricvehicle. Descriptive statistics summarized demographic data and response patterns. Special emphasis was laid on testing the mediation of environmental concern between generational cohort and purchase intention. Further testing for PLS SEM Version 8 Partial Least Squared Structural Equation Modelling was done in support of accurate and credible reporting of each outcome. The finding therefore provides more-informed strategic insights for policymakers, manufacturers, and marketers to foster sustainable consumption and to speed up the transition to clean transportation. With the addressing of generation-specific motivators and barriers by stakeholders, they can design proper programs for the general acceptance of electric vehicles in the Philippines.