The Relationship Between the Moral Foundations of Filipino University Students in Metro Manila and Their Attitude Towards Brand Activism


  • Justine T. Cagalingan Bachelor in Advertising and Public Relations, Polytechnic University of the Philippines, Philippines
  • Nandelle B. Castillejos Bachelor in Advertising and Public Relations, Polytechnic University of the Philippines, Philippines
  • Denise Regine C. Garbosa Bachelor in Advertising and Public Relations, Polytechnic University of the Philippines, Philippines
  • Jerielyn C. Reyes Bachelor in Advertising and Public Relations, Polytechnic University of the Philippines, Philippines


Brand Activism, Moral Foundations, Consumer Attitude, Filipino University Students


The purpose of this study was to determine the relationship of the moral foundations of Filipino university students in Metro Manila to their attitude towards brand activism. To interpret the data, the researchers utilized descriptive and inferential statistics. The data was gathered from the survey questionnaires that were distributed through online academic groups and Facebook Messenger. Findings showed that the respondents have a higher endorsement of the individualizing foundations comprised of harm/care and fairness/reciprocity, which was found to have manifested a strong positive attitude towards brand activism. On the other hand, binding foundations consisted of purity/sanctity, authority/respect, and ingroup/loyalty exhibited a weak attitude. These results indicated that there is a significant relationship between the moral foundations of Filipino university students and their attitude towards brand activism. Thus, the researchers recommend that advertisers and advertising practitioners consider using brand activism in their future campaigns as it has shown that the similarity in the principles of brand and consumers will elicit a positive consumer attitude. Additionally, this study can be used as a basis for future studies which may include the exploration of other factors affecting the respondents’ attitudes toward brand activism.


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