Fear of Missing Out (FoMO), a psychological phenomenon driven by the desire to be constantly connected with what others are doing, has become a growing influence on consumer behavior. Studies revealed that FoMO can lead to impulsive decisions in purchasing products. This is crucial for brands aiming to boost their marketing efforts and understand the complex interplay between FoMO, purchase intention, and consumer behavior. This study investigated FoMO's impact on Aquaflask purchase intention among 435 undergraduate students at a public university using a mixed-methods approach and an online survey. Moreover, qualitative data were collected from 12 students utilizing a semi-structured interview. Findings indicate a balanced attitude among participants, with some favoring more affordable alternatives while others appreciate Aquaflask's usability and modern design. Subjective norms significantly impact purchase intentions, consistent with the broader literature on social influence. Perceived behavioral control does not exhibit a significant moderating influence, emphasizing participants' rational decision-making and preference for cost-effective alternatives. Interestingly, individuals exhibit varied responses to FoMO, with its influence found to be non-significant in the context of a public university characterized by a predominantly lower-income student population. This suggests that a uniform approach is unsuitable for FoMO-inducing marketing strategies, emphasizing the need for context-specific understanding of consumer responses. This study contributes to the current literature on FoMo in the context of purchase intention in the Philippines while yielding suggestions for marketers in crafting their strategies.

• Fear of Missing Out (FoMO)

• purchase intention

• Theory of Planned Behavior

• consumer behavior

• Aquaflask