Vol. 54 No. 2 (2026): Published June 30, 2025
DOI https://doi.org/10.18799/26584956/2026/2/2166
Socio-demographic factors of health-related conscious consumer behavior
Relevance. The article examines the factors of conscious consumer behavior regarding health, affecting consumer choice of products and those harmful to health. Aim. To analyze the socio-demographic predictors of consumer health practices (gender, age, income, self-reported health, education, region of residence). Methods. Correlation and cluster analysis based on official statistics from the KOUZH-2022. Results. We identified key patterns linking socio-demographic parameters and conscious health practices. Conclusions. The study of the entire KOUZH-2022 sample showed an extremely low correlation between smoking intensity and the income and age of respondents, as well as with self-reported health. The proportion of tobacco users within the high-income group and with above-average income is higher compared to the low- and middle-income groups. Cluster analysis of socio-demographic parameters, tobacco consumption intensity, and self-reported health revealed three clusters: non-smoking women, smoking men, and a mixed cluster, including both men and women with relatively high self-rated health. The median self-rated health score among non-smoking women and smoking men was 3 (on a scale of 1 to 5, where 5 is "very good health"); the median for the mixed cluster was 4. We confirmed the association between tobacco use and low income for men, previously found in other samples. The analysis of the structure of clusters by regions allows us to assume that regional conditions have a high impact on tobacco consumption.
For citation: Klemasheva E.I., Rozhdestvenskaya E.M., Malanina V.A., Barysheva G.A., Yarina P.A. Socio-demographic factors of health-related conscious consumer behavior. Journal of Wellbeing Technologies, 2026, vol. 54, no. 2, pp. 197–208. https://doi.org/10.18799/26584956/2026/2/2166
Keywords:
conscious consumption, age, region, self-assessment of health, cluster
References:
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