Exploring preventive healthcare behaviour in the Indian context

With the increasing global incidence of lifestyle diseases in modern times, it is imperative to adopt preventive healthcare behaviour to avert the occurrence of these ailments efficiently. This study adopts a qualitative methodology using in-depth interviews and focus group discussions with urban adult Indian consumers to understand different aspects of preventive healthcare behaviour. The exploratory study identifies key factors influencing an individual's adoption of such healthcare behaviour. The study also reveals how adopting this behaviour may impact a person's subjective well-being. The findings are theoretically significant, providing a comprehensive framework for understanding preventive healthcare behaviour. The study has important implications for firms in the segment of preventive healthcare products and the services sector as it provides information about factors that can enhance the adoption of preventive healthcare behaviour.