A Study on Tarlac State University Students' Awareness, Financial Capability, and Willingness to Pay for Sustainable Products

This research investigates Tarlac State University (TSU) students' willingness to pay for sustainable products, with the influence of sustainability awareness and financial situation on their purchasing behavior. Sustainability has become a crucial factor in consumer behavior, but financial constraints remain one of the major hindrances to the use of sustainable products. A quantitative research design was used, utilizing adapted survey questionnaires to ensure reliability and relevance. The survey assessed TSU students' awareness of sustainability, financial status, and willingness to pay for sustainable products. Data were gathered through online and printed questionnaires, with researchers visiting campuses to boost response rates. Descriptive comparative summarized the responses, while Independent Samples T-tests examined significant differences in willingness to pay based on sustainability awareness and financial status. Many existing studies focus on consumer behavior toward sustainable products, but there’s limited quantitative data on how much students, particularly in midsized cities like Tarlac, are willing to spend. The findings measured by statistical analysis revealed a notable difference in willingness to pay grouped by awareness and financial status, supporting that affordability is a major hindrance to sustainable consumption. Furthermore, the study contributes to existing literature by providing empirical evidence for financial and sustainability influences on purchasing behavior among students. The results guide businesses and educators in creating pricing strategies and awareness campaigns that promote sustainable consumption without financial pressure. Understanding the balance between affordability and sustainability helps businesses foster their behavior and strategical approach among young populations, setting future market trends.

Willingness to Pay (WTP), Sustainable Products, Sustainability Awareness, Financial Status

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