Influential Factors Affecting Candidate Choice Among First-Time College Voters

Abstract

First-time voters represent a significant yet often overlooked segment of the Philippine electorate, whose active involvement significantly contributes to the country’s democratic process. Despite their growing numbers, limited research has examined the factors that influence the decision-making of these young citizens in choosing which candidates to support. This study aims to identify and analyze the key factors that affect the candidate preferences and decision-making of first-time voters within the Philippine context. Using a descriptive research design, data were gathered from first-time voters at the University of La Salette College, Incorporated, to examine how demographic and social variables influence voting behavior. The research findings reveal that the most significant factors influencing voter perception are personal characteristics, such as a candidate’s underlying values and principles, and educational attainment, which shape the view of their capability and competence to address complex issues. Furthermore, age is a key influencer, with younger voters favoring candidates closer to their generation for relatability and responsiveness to youth concerns. Political affiliation also proves influential based on the party’s core values, and a candidate’s economic background affects perception of their ability to tackle poverty and inequality. Conversely, gender was found not to be a decisive factor in voter preference. Overall, the findings underscore that first-time voters consider both personal and contextual factors when selecting candidates. The study highlights the importance of enhancing political awareness and voter education among young Filipinos to foster critical and informed participation in democratic processes and promote a more engaged and discerning electorate.