Between Commerce and Culture: Perceptions of Traditional Subanen Attire Commodification and Cultural Sustainability Among Female Subanen Students

This study examined the perceptions of female Subanen students at J.H. Cerilles State College-Canuto Campus regarding the commodification of their traditional attire and how these perceptions relate to beliefs about cultural sustainability. Using a quantitative descriptive-correlational design, 138 female Subanen students completed a validated 15-item questionnaire. Results revealed high levels of perception toward commodification issues and very high levels of belief in cultural sustainability. Students strongly supported community control over commercialization and recognized traditional attire as essential to cultural identity. Cultural participation significantly influenced perceptions, while year level significantly affected beliefs, with senior students showing stronger sustainability commitment. Correlation analysis revealed a statistically significant positive relationship between perceptions and beliefs, supporting the hypothesis that students with greater awareness of commodification threats demonstrate stronger commitment to cultural preservation. The findings indicate that female Subanen students are not passive recipients of cultural change but demonstrate agency through protective attitudes and strong preservation commitment. Recommendations include engaging students in cultural leadership, developing community-controlled representation mechanisms, and implementing culturally-responsive programming.