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Buildings represent the largest contributor to energy consumption in electric grids of the United States, making them a significant focal point for energy improvements and sustainability efforts. The broad participation of residential buildings in demand side management (DSM) can support decarbonization goals and the use of power generated by clean energy sources. The purpose of this study is to assess awareness and potential factors that may influence college students' willingness for load flexibility to support DSM participation. An online survey was conducted among students majoring in civil, environmental, and applied engineering in two distinct classes. Preliminary findings suggest that enhanced awareness of the DSM strategies reduce levels of concern with participation in demand side management programs. The factors that appear to drive willingness to participate in DSM for this specific population are related to the potential reduction of electricity costs, helping the environment, and overall energy savings.