Abstract
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.
TopIntroduction
1970s social marketing and green marketing schools strengthened the relation between marketing and natural environment. As the concept of sustainability became widespread, the number of consumers preferring products that won’t harm the environment and their health, increased to a great extent. These consumers are sensitive about their health as well as the health of their environment. LOHAS (Lifestyle of Health and Sustainability), which is one of the latest approaches about lifestyle, brings a consumer segment who care about consumer health, environment, social justice and sustainable living (Cohen, 2010). Thus, it is impossible to take the concept of sustainability regardless from healthy lifestyle.
As the main focus of this study is the issue of attaining sustainable development through promoting healthy lifestyle, it is important to define the consumers in terms of their health related habits. As healthy lifestyle of groups are different from each other, there is no single public health, health education and marketing approach that will be effective on all (Gould, 1988). Therefore, marketing strategies should be designed in accordance with the characteristics of the target group.
In this study, where consumers’ healthy lifestyle is evaluated in connection with health motivation and green consumer values, 377 highly educated İstanbulites are examined and they are clustered into three groups according to their healthy lifestyles. The result of variance analysis and post hoc tests indicated significant differences between the level of green consumer values and health motivation of the respondents belonging to different clusters. Depending on these findings, some suggestions are made to practitioners and academicians. It is believed that, focusing on healthy lifestyle within the framework of sustainability is not a common approach and thus will add value to the literature and guide government institutions, non-profit organizations and companies who develop policies on this issue.
Key Terms in this Chapter
Healthy Lifestyle: Way of life enhanced with activities, interests and opinions that will help the individual reach optimal health.
Sustainable Development: Meeting human needs without sacrificing the needs of future generations.
Health Motivation: Being stimulated to follow health related issues and take responsibility about a person’s own health.
Social Marketing: Marketing approach to promote desired behaviors in issues essential for social well-being.
Cluster Analysis: Statistical analysis to classify the objects in groups according to their similarities.
Green Consumer Values: Values related to environmental concern that influence consumers’ buying patterns.