Understanding the Role of Legal Awareness in Building E-Commerce Trust Among Gen Z Consumers

This study investigates the role of legal awareness in building trust in e-commerce platforms among Generation Z consumers in Nueva Ecija, Philippines. Specifically, it examines the influence of Digital Platform Accountability (DPA), Awareness of E-Commerce Laws (AEL), and Perceived Legitimacy of Platforms (PLP) on Trust in E-Commerce Practices (TEP). A descriptive-correlational research design was employed, and data were gathered from 159 Gen Z respondents aged 18 to 26 through a validated Likert-scale questionnaire. Descriptive statistics showed that respondents generally agreed with items measuring legal awareness and trust, indicating a moderate to high level of legal consciousness. Gender-based analysis revealed a statistically significant difference in AEL, with female respondents demonstrating higher awareness. However, no significant differences were found based on online shopping frequency. Pearson correlation results indicated strong, positive, and statistically significant relationships among all..............................