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This research intends to present a measure to increase vegetable consumption by evaluating the difference in vegetable consumption awareness between young and middle to elderly aged groups by a questionnaire survey. Survey data was analyzed through factor and image analyses, e.g., the SD method. The result of the analysis showed that both groups were aware that vegetables are essential in diets and beneficial to health. Different responses were obtained for other parameters such as consumer benefit, image, and expectations from each group. Young respondents were less reluctant toward processed vegetables, expected results in their physical appearances, and anticipated immediate effects. On the other hand, middle to elderly aged respondents had a good image of fresh vegetables but not processed vegetables. These respondents expected health benefits and prevention of current and future diseases because of vegetable consumption. Therefore, to increase vegetable consumption, it is critical to identify measures that consider the difference in awareness between different age groups.

A Comparison of Vegetable Consumption Awareness between Young and Middle to Elderly Aged Groups