Exploring the Healthy Food Diet Needs of Generation Y and Generation Z Consumers: A Case Study in Muang District, Mukdahan Province

Abstract

The primary objective of this research is threefold: (1) to investigate the consumer behavior regarding healthy food diet products among Generation Y and Generation Z consumers, (2) to explore the factors that influence their needs for healthy diet products, and (3) to examine the specific requirements of Generation Y and Generation Z consumers in terms of healthy diet products. This study adopted a quantitative research approach, with a sample group comprising 400 individuals aged between 10 and 35 years, residing in Amphoe Mueang, Mukdahan Province, and identified as Generation Y and Generation Z based on their lifestyle. Data collection was conducted using a questionnaire as the research instrument. The gathered data were analyzed using statistical measures, including Frequency, Percentage, Mean, Standard Deviation, t-Test, F-test, and Pearson's correlation coefficient. The findings of this research revealed the following insights: (1) The consumer behavior related to healthy food diet products indicated that the majority of the respondents chose to eat healthy food with all five food groups. They spent less than 100 baht per meal on healthy food. Internet and social networks serve as primary sources of information for accessing healthy food options. The main reason for choosing healthy food was for their health benefits, and their attitude toward healthy food was that healthy food provided them with nutritional value. The frequency of healthy food consumption typically ranged from two to three times per week, with Facebook being the dominant social network platform used. (2) The overall behavioral pattern influencing consumer needs for healthy diet products exhibited a prominent significance at a high level. (3) The overall demand for healthy diet products among consumers was at a high level.  When considering individual aspects, consumption warranty emerges as the highest priority, followed by accessory and value. The hypothesis tests conducted to compare consumer needs for healthy diet products based on personal factors (i.e., education levels) revealed significant differences in decision-making among respondents at different levels, with a statistical significance level of 0.05. The analysis of the relationship between consumption behavior and consumer needs in healthy diet products among Generation Y and Generation Z consumers indicated a strong positive correlation between the two variables.