Analysis of the healthy lifestyle consumer

Abstract

Purpose – The purpose of this study is to gain a better understanding of the healthy lifestyle consumer by examining demographic, personal value and psychographic antecedents.Design/methodology/approach – A cluster analysis was used to divide consumers into healthy and unhealthy lifestyle segments based on their diet and exercise behavior. A logistic regression analysis was then run on these segments to test the impact of 17 hypothesized antecedents.Findings – Results indicate that people who maintain a healthy lifestyle tend to be female, older, more educated, place less importance on the value of “excitement”, have a greater tendency to plan ahead and tend to experience less role overload.Research limitations/implications – One limitation is that the response rate of the mail survey used to collect data was only 28.8 percent. Another limitation was that the specific types of diet and exercise behavior used to classify respondents into clusters did not encompass the full range of diet and exercise option...