This study examines the consumer behavior of aging commercial airline pilots in Indonesia, a demographic facing unique challenges in maintaining peak performance in a demanding profession. Grounded in the Health Belief Model (HBM), the research explores factors influencing older pilots’ consumption choices related to health and well-being through thematic analysis of semi-structured interviews with 15 pilots from three major airlines. Findings reveal that occupational demands, personal values, and evolving life stages shape their consumption patterns. Older pilots prioritize health investments, recognizing their critical role in sustaining professional performance. They exhibit value-conscious decision-making, emphasizing long-term benefits and product quality. Their professional identity and social interactions further influence their purchasing behavior, while the need to balance work and family life also shapes their consumption choices. This study contributes to the understanding of aging consumer behavior within a specialized and understudied population, offering insights for marketers targeting this valuable demographic.
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