Developing a profile of consumer intention to seek our health information beyond a doctor

The health care consumer of the new millennium is becoming increasingly involved in his/her health choices. The explosion in the number of media outlets offering health-specific information has further propelled the growth in active health orientation. The goal of this research is to understand the profile of the actively oriented health care consumer. It constructs a psychographic plot of additional health information seeking by investigating variables such as health consciousness, environmental consciousness, and consumerism. Based on the study results, strategic recommendations are made for health information targeting and delivery.