ATTITUDE TOWARDS AGRICULTURE AND CURRENT INTEREST IN A CAREER IN AGRICULTURE OF GENERATION Z

Abstract

This research aimed to (1) study attitudes toward agricultural occupations and the current interest in pursuing agricultural careers among Generation Z, (2) examine differences in personal factors related to attitudes toward agricultural occupations and interest in pursuing agricultural careers among Generation Z, and (3) analyze how attitudes toward agricultural occupations influence the interest in pursuing agricultural careers among Generation Z. The sample consisted of 400 individuals from Generation Z residing in Nonthaburi and Roi Et provinces. The research instruments included questionnaires and in-depth interviews. Quantitative data were analyzed using descriptive statistics (mean, standard deviation, percentage) and inferential statistics (Independent Sample t-test, One-way ANOVA, and Multiple Regression Analysis). Qualitative data were analyzed through content analysis.

          The results revealed that, in accordance with the objectives: (1) Generation Z exhibited an overall attitude toward agricultural occupations at a highly positive level and demonstrated a high level of interest in pursuing agricultural careers. (2) Significant differences at the 0.05 level were found in attitudes toward agricultural occupations in terms of product pricing and basic infrastructure when classified by residence, and in terms of basic infrastructure when classified by educational level. No significant differences were found in the interest in pursuing agricultural careers when classified by personal factors. (3) Attitudes regarding basic infrastructure, principles and methods of crop cultivation, and benefits derived from agricultural activities significantly influenced the interest in pursuing agricultural careers at the 0.05 level, with the model explaining 75.20% of the variance (R² = 0.752).