Emerging Consumer Healthy Lifestyles in Lithuania

Agnė Gadeikienė, Laura Šalčiuvienė, Jūratė Banytė, Aistė Dovalienė, Mindaugas Kavaliauskas and Žaneta Piligrimienė
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Agnė Gadeikienė: School of Economics and Business, Kaunas University of Technology, Gedimino Str. 50, LT-44239 Kaunas, Lithuania
Laura Šalčiuvienė: Department of Marketing, Lancaster University Management School, Lancaster LA1 4YX, UK
Jūratė Banytė: School of Economics and Business, Kaunas University of Technology, Gedimino Str. 50, LT-44239 Kaunas, Lithuania
Aistė Dovalienė: School of Economics and Business, Kaunas University of Technology, Gedimino Str. 50, LT-44239 Kaunas, Lithuania
Mindaugas Kavaliauskas: Department of Applied Mathematics, Faculty of Mathematics and Natural Sciences, Kaunas University of Technology, Studentu Str. 50, LT-51368 Kaunas, Lithuania
Žaneta Piligrimienė: School of Economics and Business, Kaunas University of Technology, Gedimino Str. 50, LT-44239 Kaunas, Lithuania

Sustainability, 2021, vol. 13, issue 18, 1-23

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.

Keywords: healthy lifestyle; consumer segments; Lithuanian consumers; self-organizing maps (SOM); cluster analysis; sustainable consumption (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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