In the Philippines, the use of vapes among 13 to 18-year-olds has become a concern, particularly for college students facing academic pressures and social influences. This study aims to dig into why college students decide to use vape products by examining their buying habits and the factors that influence their choices. Despite claims that vaping is safer than regular smoking, there’s still uncertainty about its long-term effects. Young people, influenced by enticing marketing like flavored products and social media promotions, are increasingly drawn to e-cigarettes. The goal is to gain insights into what motivates these students. The Health Belief Model was used as the foundation for this investigation. The study surveyed a group of college students residing in Metro Manila, ranging in age from 18 to 26 years old. The survey was disseminated through Google Forms, and the results were analyzed using the data collected. According to the study findings, it became clear that, among the numerous factors examined, self-efficacy and cues-to-action stood out as the primary influencers significantly affecting the appeal of vape products in this particular demographic. These results offer valuable information for marketing professionals, policymakers, and educators aiming to understand and address the changing patterns of consumer behavior, especially concerning emerging products like vape items among the youth.