Emerging Consumer Healthy Lifestyles in Lithuania

Consumer lifestyle is considered one of the important predictors sustainable consumption behavior at individual, community and societal levels. In this paper, healthy consumers analyzed defined as that explains how people live in terms health. This study focuses on consumers’ clusters offers an updated measurement tool can be used to segment into specific segments according six domains: physical, mental, emotional, social, spiritual intellectual An online survey with 645 respondents different socio-demographic profiles was conducted Lithuania. Based data collected through questionnaires, were identified using self-organizing maps cluster analysis methods. The findings suggest four could represent concerning their lifestyles. results will use companies initiating marketing campaigns target consumer groups brands offering lifestyle-related products services are also valuable for public policymakers opinion leaders who foster lifestyles seek form a regarding consumption.