Aviation Career within Generation Y and Z Behaviour in Vitamin Supplement and Healthy Food Consumption

Benjapol Worasuwannarak; Korawin Kungwol; Bavornluck  Kuosuwan

doi:10.69650/ahstr.2026.4540

Authors

Benjapol Worasuwannarak Airline Business, College of Hospitality Industry Management, Suan Sunandha Rajabhat University, Bangkok, 10300, Thailand https://orcid.org/0009-0001-2716-1547
Korawin Kungwol Airline Business, College of Hospitality Industry Management, Suan Sunandha Rajabhat University, Bangkok, 10300, Thailand
Bavornluck Kuosuwan Airline Business, College of Hospitality Industry Management, Suan Sunandha Rajabhat University, Bangkok, 10300, Thailand

DOI:

https://doi.org/10.69650/ahstr.2026.4540

Keywords:

Aviation careers, Vitamin supplements, Consumer behaviour, Health-conscious consumption, Occupational health, Aviation workforce

Abstract

This study investigated health-conscious consumption perceptions toward vitamin supplements and healthy food products among Generation Y and Generation Z employees in the aviation industry. Using an exploratory sequential mixed-method design, qualitative data from in-depth interviews with five aviation professionals informed the development of a quantitative survey administered to 400 airline employees in Bangkok, Thailand. Five dimensions of consumer health-consciousness were examined: product quality, informativeness, reliability, brand image, and perceived value. Independent-samples t-tests revealed significant generational differences: Generation Y placed greater emphasis on reliability (t = 4.12, p < .001, d = 0.43), whereas Generation Z placed greater emphasis on brand image (t = -3.98, p < .001, d = 0.40). These findings offer practical guidance for aviation organizations, supplement producers, and food industry stakeholders in tailoring strategies to the distinct health-related preferences of younger workforce cohorts.

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