Abstract
<jats:p>Purchasing goods at bargain prices is frequently seen as a behavior motivated by cost. Nevertheless, in the face of today's economic environment, consumers face both budget limits and mounting time pressures. This situation forces consumers to make challenging trade-offs between time spent and price advantage. Therefore, this study investigates 'buying cheaply' and the associated opportunity cost of time, rather than focusing solely on price sensitivity. In particular, this study examines how the opportunity cost of time influences value consciousness through sale proneness. The research data gathered from 600 consumers were examined using PLS-SEM. The results demonstrate that consumers who regard the opportunity cost of time as greater tend to have an increased sales propensity, which enhances their value awareness. As a result, 'buying cheaply' is framed as a resultant behavior emerging from the key balance between time constraints and monetary value. These findings provide managers with insights into designing strategies that optimize consumers' time-money considerations.</jats:p>