https://ph03.tci-thaijo.org/index.php/ahstr <p>The Asian Health, Science and Technology Reports (AHSTR) is a peer-reviewed international journal that publishes high-quality original research and review articles across interdisciplinary and multidisciplinary domains in health sciences and science and technology.</p> Graduate School, Naresuan University en-US Asian Health, Science and Technology Reports 3027-7167 https://ph03.tci-thaijo.org/index.php/ahstr/article/view/4540 <p>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 &lt; .001, d = 0.43), whereas Generation Z placed greater emphasis on brand image (t = -3.98, p &lt; .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.</p> Benjapol Worasuwannarak Korawin Kungwol Bavornluck Kuosuwan Copyright (c) 2026 Asian Health, Science and Technology Reports https://creativecommons.org/licenses/by-nc/4.0/ 2026-05-01 2026-05-01 34 2 4540 4540 10.69650/ahstr.2026.4540 https://ph03.tci-thaijo.org/index.php/ahstr/article/view/4821 <p>Content</p> Asian Health, Science and Technology Reports Copyright (c) 2026 Asian Health, Science and Technology Reports https://creativecommons.org/licenses/by-nc/4.0/ 2026-05-01 2026-05-01 34 2 https://ph03.tci-thaijo.org/index.php/ahstr/article/view/4822 <p>Editorial Board</p> Asian Health, Science and Technology Reports Copyright (c) 2026 Asian Health, Science and Technology Reports https://creativecommons.org/licenses/by-nc/4.0/ 2026-05-01 2026-05-01 34 2