Ateneo de Davao University

Beyond Roads: A Policy Analysis and

Perspectives on PUV Modernization Program
(House Bill No. 4823) in the Municipality of
Alabel and Davao City Through the Lens of
Diffusion of Innovation Theory

GUIALEL, MAPA, MORENO, NARAISO, POLINAR

Overview

Research Gaps
Theoretical Framework
Statement of the Problem
 The transport strike stemmed from a difference in
perspective on the impact and socio-economic costs of
Research the program. The government argues that the PUVMP is
necessary for national sustainable and economic
Gaps development (Viado, 2023)

Real Situation For the jeepney drivers and operators, the program is
financially too steep, could be a potential gateway for a
corporate takeover of the industry, could lead to
unintentional unemployment due to the rigorous
requirements, and could ultimately lead to both higher
prices and poorer services across the board (Bautista &
Moya, 2023; Roces, 2023)
 The government's push for modernization raises
concerns among drivers and operators who fear the loss
Research of their livelihoods and the potential negative impact on
prices and services.
Gaps
Real Situation Regardless of the potential to solve traffic conditions
and air pollution, provide new jobs, enhance the tourism
industry, and streamline public transport, the
modernization program has faced numerous protests
from drivers and operator organizations due to financing
issues.
 The move towards a sustainable public transport

Research system with the successful implementation of a Public

Utility Vehicle (PUV) modernization program will

Gaps modernize diesel jeepneys into the transportation

landscape through the collaboration between the Bureau
of Philippine Standards (BPS) under the Department of
Ideal Situation
Trade and Industry (DTI) and the Truck Manufacturer's
Association (TMA).

A Philippine National Standard (PNS) for PUVs is the

framework for this consolidation. It imposes a strict age
limit on vehicles, ensuring that no part of the PUV fleet
surpasses 15.
 Given that, in a bid to attract private sector

Research investments, PSPs are authorized to collect passenger

fares and are responsible for compensating drivers,

Gaps with incentives tied to performance. The cooperative

model, endorsed by the Land Transportation
Franchising and Regulatory Board (LTFRB), fosters a
Ideal Situation collaborative and unified approach (Cabrera, 2023).

Whether operating as multiple entities, private sector

partners (PSPs) will play a role in supplying modern
jeepneys to drivers. Through innovative financing
initiatives, drivers will now become owners of these
vehicles, fully paying off the amortization facilitated by
banks.
Philippine News Agency
SunStar Davao
Ltfrb Region XI - Davao
Philippine News Agency
Land Transportation Franchising and
Regulatory Board - LTFRB
 Theoretical Framework
Diffusion of Innovation Theory, or DOI, was developed by E.M. Rogers
in 1962. Roger's theory explains how, over time, a product or idea
gains momentum and diffuses through a specific population or
social system.

On the one hand, there are people called innovators who are
venturesome with new ideas and are willing to take risks. On the
other hand, there are those considered to be laggards who are
bound by tradition and very conservative. They are skeptical of
change and the hardest to consent to newness in society.
 Theoretical Framework
This theory can be used to study of the PUV Modernization Program
and understand the perspectives of jeepney drivers from rural and
urban areas.

Categorizing the people into groups, such as the innovators and

laggards, enables the researchers to have an analysis of varying
levels of the stakeholders' openness to change. Through this, it can
explain the basis of jeepney drivers as to why some are more
accepting of changes while others are more likely to resist.
 1. How does the type of area (rural or urban)
contribute to the resistance or acceptance
of the PUV Modernization Program?

Statement of 2. What are the PUV Modernization Program

adoption strategies that promote socio-

the Problem economic mobility and

opportunities for the PUV sector?
equitable

3. What are the success indicators in the

diffusion process of the PUV Modernization
Program for improving the Philippine
transportation system?
REFERENCES
s

Viado, M. (2023, March 6). What you need to know about the proposed jeepney modernization. PIA.
https://pia.gov.ph/news/2023/03/06/what-you-need-to-know-about-the-proposed-jeepney-modernization

Bautista, P.et.al. (2023, September 3). Jeepney modernization program: Drivers have a steep price to pay. Philstar.com;
Philstar.com. https://www.philstar.com/headlines/2023/09/03/2293549/jeepney-modernization-program-drivers-have-steep-
price-pay

Mettke, C., Cruz, M., & Mariano, P. (2018). The Jeepney+ NAMA. Modernizing public transport in the Philippines. Internationales
Verkehrswesen, 70(Special edition 1). Retrieved from on January 24, 2024

Roces, I. (2023,11 March). The Jeepney Phase-out Explained. (2023). Manila Bulletin. https://mb.com.ph/2023/3/10/the-jeepney-
phase-out-explained

Cabrera C. (2019, October 13). The solution to PUJ modernization. PwC. https://www.pwc.com/ph/en/as-easy-as-
abc/column/the-solution-to-puj-modernization.html
REFERENCES
Boston University School of Public Health. (2022, November 3). Diffusion of Innovation. Retrieved from:
https://sphweb.bumc.bu.edu/otlt/mph-modules/sb/behavioralchangetheories/behavioralchangetheories4.html

LTFRB. (n.d.). PUBLIC UTILITY VEHICLE MODERNIZATION PROGRAM (PUVMP). Retrieved from: https://ltfrb.gov.ph/puv-
modernization-program/