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

Benjapol Worasuwannarak, Korawin Kungwol, Bavornluck Kuosuwan — Fri, 01 May 2026 00:00:00 +0700

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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Asian Health, Science and Technology Reports — Fri, 01 May 2026 00:00:00 +0700

Content

Editorial Board

Asian Health, Science and Technology Reports — Fri, 01 May 2026 00:00:00 +0700

Editorial Board