What is Health Motivation

Economic growth, environment, and health are three significant aspects of sustainable development. Nowadays, lifestyle is increasingly evaluated as one of the most important factors influencing health. As increasing health expenditure is an important problem for sustainable development, it is essential to examine the society in terms of their health-related habits and promote healthy lifestyle to support sustainable development. In this chapter, healthy lifestyle of highly educated Istanbulites is researched. The respondents are classified into three distinct clusters according to their healthy lifestyles as “young and single individuals with low healthy lifestyle tendency.” “young and middle-aged individuals consuming natural food,” and “elderly, married adults leading healthy lifestyles.” Afterwards, analyzing the data by ANOVA and post-hoc tests, it is found that respondents in different clusters have significantly different green consumer values and health motivations. Finally, theoretical and managerial discussions are provided and some recommendations are made for academicians and practitioners.