This study delves into the identification of factors behind the use of herbal supplements/products in Metro Cebu and captures consumer education and behavior on health supplement use. Social and cultural values and knowledge of medicinal plants are attached to decisions about one’s use of traditional medicine. The basic premise of the Ecological Model Framework is that a decision or a behavior (taking herbal supplements in this case) is a product of the interplay of internal and external factors. It considers multiple levels of influence, both inside and outside the person, that drive the individual to adopt a particular health behavior practice (use of herbal supplements). Cebu has a market with a rich cultural history of herbal medicine use and prime availability of herbal supplements. Not much is known, however, on the specific perspectives of health supplement use in Cebu. The results from this study may serve as guidance for policy and program improvement to promote more rational and safer use of herbal supplements among the Cebuano community.