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This study investigates the factors that influence freshmen students to choose the Values Education program at Leyte Normal University (LNU). Values Education is critical for fostering ethical behavior, tolerance, and social justice among students. Despite the growing recognition of its importance in holistic student development, it is essential to understand the specific motivations driving students to select this program at LNU. This research utilizes a qualitative case study design, focusing on first-year Bachelor of Secondary Education majoring in Values Education students. Data were collected through surveys and interviews, exploring factors such as academic background, personal values, interests, career aspirations, and the influence of urban versus rural backgrounds. The findings reveal that students' choices are influenced by the university's reputation, the perceived quality of education, personal values alignment, and career prospects. Additionally, there are notable differences in motivations based on students' backgrounds, with urban students prioritizing program availability and rural students emphasizing the program's relevance and job demand in their areas. The study provides insights for enhancing the Values Education program and offers recommendations for strategic communication, faculty engagement, and targeted extension activities to better serve and attract future students.
- et al. (Mon,) studied this question.