Lifestyle Patterns of Young Consumers: Linking Food-Related Lifestyles and Physical Activity

The study aims to examine the relationship between food-related lifestyle patterns and physical activity among young consumers. The motivation for this research stems from the growing importance of promoting healthy lifestyles and understanding how different lifestyle dimensions interact, particularly in the context of diet and physical activity, which are key determinants of long-term health outcomes. Although both food-related lifestyles (FRL) and physical activity have been widely studied, there is still a gap in the literature regarding their joint analysis. In particular, limited attention has been paid to whether distinct FRL segments differ in their level of physical activity, and how food-related attitudes and behaviours translate into broader lifestyle practices. This study addresses this gap by adopting an integrated perspective on lifestyle behaviour. Based on a sample of 554 university students, the study applies a quantitative research design using a structured survey. Food-related lifestyle segments were identified using the FRL framework and extracted through cluster analysis (k-means method). Physical activity was measured as total weekly activity expressed in minutes. To examine differences between segments, statistical methods including analysis of variance (ANOVA) and post-hoc tests were applied. The findings indicate significant differences between segments, with highly involved consumers demonstrating higher levels of physical activity. The study has a pilot and exploratory character, contributing to a more integrated understanding of lifestyle behaviour. The results also provide implications for health promotion strategies and consumer segmentation, as well as directions for future research.