Abstract
Consumer lifestyle is considered one of the important predictors of sustainable consumption behavior at the individual, community and societal levels. In this paper, the healthy lifestyle of consumers is analyzed and defined as the lifestyle that explains how people live in terms of health. This study focuses on consumers’ healthy lifestyle clusters and offers an updated healthy lifestyle measurement tool that can be used to segment consumers into specific segments according to six healthy lifestyle domains: physical, mental, emotional, social, spiritual and intellectual health. An online survey with 645 respondents of different socio-demographic profiles was conducted in Lithuania. Based on data collected through questionnaires, specific segments were identified using self-organizing maps and cluster analysis methods. The findings suggest that four different segments could represent consumers concerning their healthy lifestyles. The results will be of use to companies initiating marketing campaigns to target different consumer groups with their brands and offering healthy lifestyle-related products and services to consumers in Lithuania. The findings are also valuable for public policymakers and opinion leaders who foster healthy lifestyles and seek to form a public opinion regarding sustainable consumption.
Highlights
Wellbeing is thought to be one of the core drivers of consumer behavior that will affect global markets over the 10 years [1]
Our study focuses on identifying lifestyles of health through an innovative method of self-organizing mapping (SOM) for segmentation in the post-pandemic context
We focus on healthy lifestyle domains discussed through lifestyles of health and sustainability (LOHAS) healtharea-related research, which highlights healthy lifestyle dimensions
Summary
Wellbeing is thought to be one of the core drivers of consumer behavior that will affect global markets over the 10 years [1]. The global consumer trends emphasize the acceleration of changed consumer lifestyle conditions due to the pandemic in 2021 [2], referring to shaken and stirred consumers who strive for a more balanced life These global circumstances enforced the development of new consumption models, especially relevant to the virtual environment and emphasizing sustainable consumption (e.g., secondary usage of products, sharing of underused assets among consumers). It is forecasted, that these newly formed consumer habits will remain and strengthen sustainability trends in consumption [3].
Sign-in/Register to view highlights & summary 
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call