Why did Generation Z choose engineering-related courses? A conjoint analysis approach

Engineering plays a critical role in driving industrialization, advancing technology, and sustaining national development, yet interest in engineering careers among Generation Z has shown a troubling decline worldwide. Understanding how this cohort makes educational and career choices is essential for strengthening the future engineering workforce. The purpose of this study was to quantify how Generation Z students evaluate competing attributes when selecting engineering-related courses. Using a fractional-factorial conjoint design (16 profiles; 7-point ratings), a survey of 500 first-year engineering students in the Philippines estimated part-worth utilities and attribute importance for six factors: tuition fees, expected salary, employability, and recommendations from teachers, peers, and relatives. Conjoint estimates revealed a clear hierarchy of preferences: expected salary was the most influential attribute, followed by tuition fees and teacher recommendations; employability exerted a moderate effect, while endorsements from peers and relatives were weakest. Framed by Expectancy-Value, Social Influence, and Self-Efficacy theories, the results indicate that Gen Z enrollment decisions are primarily value-driven (costs vs. returns) and reinforced by credible authority signals from teachers rather than normative pressures from family or friends. Methodologically, the study demonstrates the utility of conjoint analysis for uncovering implicit trade-offs in high-stakes educational choices, translating psychological constructs into measurable preference structures. Practically, the findings highlight strategic levers for policymakers and institutions: aligning tuition policies with affordability concerns, providing transparent information on career outcomes, strengthening teacher mentorship, and enhancing employability pathways. These insights contribute to both educational policy and psychological research on decision-making among Generation Z.