Consumer Perceptions Toward Electric Vehicle Adoption in Sta. Maria, Bulacan: Implications for Purchase Preferences

Abstract

This study examines consumer perceptions toward electric vehicle (EV) adoption and their influence on purchase preferences in the semi-urban municipality of Santa Maria, Bulacan. Using a descriptive-comparative quantitative research design, data were collected from 300 residents and vehicle owners through a researcher-developed survey questionnaire. Respondents were selected using purposive sampling, while the collected data were analyzed through frequency and percentage distributions, weighted mean, independent samples t-test, and one-way analysis of variance (ANOVA). The findings revealed a moderate overall level of consumer perception toward EV adoption. Participants demonstrated strong awareness of the environmental and economic benefits associated with EVs, particularly their potential to reduce tailpipe emissions, minimize environmental impacts, and lower long-term operational fuel costs. However, perceptions regarding infrastructure readiness remained relatively weak, with respondents assigning low ratings to the availability of public charging stations (Mean = 1.84) and access to qualified local repair and maintenance services (Mean = 1.95). Moreover, the high initial purchase cost of EVs emerged as a significant barrier to adoption (Mean = 3.64), indicating that financial considerations continue to influence consumer decision-making. Despite these challenges, respondents expressed a generally favorable intention to purchase EVs, especially when supported by government incentives such as tax exemptions, purchase subsidies, and expanded charging infrastructure. Inferential analysis further indicated no significant differences in consumer perceptions and purchase preferences when grouped according to sex (p > 0.05). In contrast, significant variations were observed across age, household income, and vehicle ownership status (p < 0.05), with younger and higher-income respondents demonstrating greater readiness and willingness to adopt electric vehicles in the future.