Examining How Candidate Attributes Shape Gen Z Perceptions for the 2025 Philippine Senate Elections Using Conjoint Analysis

Abstract

Understanding Generation Z's political preferences is essential for candidates who engage this influential demographic in the 2025 Philippine Senate elections. Despite the growing importance of Gen Z in the electorate, limited research exists on the specific candidate attributes that shape their voting decisions. This study, conducted in Davao City, addresses this gap by examining how Gen Z perceives various candidate attributes through the lens of Multi-Attribute Utility Theory (MAUT) and Rational Choice Theory (RCT). Using conjoint analysis with the PAPRIKA method, the study evaluated the relative importance of six key attributes: political experience, educational background, stance on issues, party affiliation, campaign style, and age group. Data from 1,380 respondents were analyzed to ensure a robust representation of Gen Z preferences. Results reveal that political experience (31.0%) and educational background (18.1%) are the most influential factors, followed by stance on issues (17.2%) and party affiliation (15.8%), with campaign-style (10.8%) and age group (7.2%) being less significant. Gen Z voters in this study preferred candidates with substantial experience, advanced academic credentials, and a progressive stance on social and environmental issues, favoring digital over traditional campaign strategies. These findings have theoretical and practical implications, enriching the understanding of Gen Z's decision-making processes and highlighting their prioritization of competence, authenticity, and modern communication. Politicians can use these insights to develop targeted campaign strategies that resonate with Gen Z values, emphasizing progressive policies, qualifications, and digital engagement. By aligning campaign approaches with Gen Z's expectations, candidates have a strategic opportunity to connect meaningfully with this emerging voting bloc in the Philippine political landscape