Generations and General Election Voting Behavior in Northern Thailand

Abstract

          This research aimed to compare the voting behavior of different generational cohorts in Northern Thailand during general election. The study divided the generations into four groups: Baby Boomers, Generation X, Generation Y, and Generation Z. A quantitative research approach was utilized, focusing on voters from three provinces Lamphun, Phrae, and Uttaradit in the 2019 election. The sample consisted of 400 participants, selected through a multi-stage sampling method. Data were collected using questionnaires and analyzed using descriptive and inferential statistics.
          The findings revealed statistically significant differences (p < 0.05) among the generations in their media consumption habits, both via television and online with political biases, as well as in their decision-making processes regarding political candidates and parties. Baby Boomers were more inclined to follow mainstream television media than other generations, whereas Generation Y showed a higher propensity for engaging with politically biased online media. In terms of electoral decisions, all generations predominantly selected individual candidates and parties collectively, with Baby Boomers showed preference for individual candidates over parties.