The aim of this research was to explore the relationships among respondents' health related goal orientation, health promoting lifestyle, and demographic profile. Methods: We administered the Health Promoting Lifestyle Profile (HPLP) and a questionnaire to 350 respondents in order to assess health promoting lifestyle, main methods of pursuing or maintaining personal health, goal orientation for their own health, current personal health, and basic demographics. Factor analysis was utilized to extract six factors from the HPLP and cluster analysis found four different groups. Groups were named by referring to the results of the HPLP, respondents' goal orientations for their health, and their basic profiles. Results: People who belong to the same group not only have their own unique characteristics in daily health habits and health related product and service consumption but also hold a specific goal orientation about their expectations regarding health. Conclusions: With a series of analyses, the results provide insight into what motivates people with regard to personal health and suggest ways for both public and private institutions to promote health-related policies and activities.