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Original Research

STUDENTS’ COMMUNICATION PREFERENCE IN THE IMPLEMENTATION OF SINGLE-USE PLASTICS BAN: A CONJOINT ANALYSIS

SHAWN MARCEL MEDINA 1, and CHERRY ANN P. CUTAD 2.

Vol 19, No 03 ( 2024 )   |  DOI: 10.5281/zenodo.10934844   |   Author Affiliation: 1 Faculty, Davao Del Sur State College, Matti, Digos City, Davao Del Sur, Philippines 1; University of Southeastern Phippines, Obrero, Davao City, Phillippines 2.   |   Licensing: CC 4.0   |   Pg no: 1188-1198   |   Published on: 30-03-2024

Abstract

This research explicates the students' communication preference in implementing the banning of single-use plastics at Davao del Sur State College (DSSC). The study uses conjoint analysis to investigate the factors influencing students' communication preferences in this context. Findings reveal that a majority of respondents are first-year students (45.3%) primarily located at the DSSC main campus (44.8%), particularly from the Institute of Business Education and Governance (29.8%), and are predominantly undergraduate students (91.4%). Analysis of communication preferences indicates that radio broadcasts (utility=1.010), jingles (utility=.356), and the use of local dialects (utility=.105) are the most preferred communication channels, strategies, and mediums of delivery, respectively. Furthermore, the study finds no significant difference in communication preferences based on socio-demographic profiles since its p-value is above 0.05. These findings highlight the importance of aligning communication strategies with student preferences, emphasizing the effectiveness of radio broadcasts, jingles, and local dialects in conveying policies such as banning single-use plastics. Future researchers may conduct longitudinal studies to track changes in the communication preferences of students over time.


Keywords

Communication Preference, Single-Use, Plastics Ban, Conjoint Analysis.