Abstract:

Health-enhancing behaviors refer that consumers through healthy lifestyle buy healthy products to achieve health. Health-enhancing behaviors can be influenced by a multiplicity of different factors, including proximate cause and ultimate cause. Proximate cause can be explained as follows: ultimate cause shows the tendency of seeking benefits and avoiding disadvantages from evolutionary psychology, proximate cause is a reflex of the impact of current conditions, life course theory pay attention to accumulated effect of childhood family experiences on subsequent consumer behavior, the orientation of ecological approach emphasize osmosis of ecosystems from outside to inside, dynamic mechanism explains the internal driving force of health how to form. Finally, the paper constructed a comprehensive model, and pointed out the future research direction.

Key words: proximate cause, ultimate cause, life course theory, consumer modern health worries