Supporting health and risk behavior change through targeted health education: a cross-sectional web-based segmentation study among Hungarian adults
Year: 2026
Type: conference-paper
Study design: Observational Study
Abstract: Hungary lags behind the EU average in several indicators of the population’s health status: (1) mortality rates per 100,000 population caused by cardiovascular diseases and cancer are higher, (2) the prevalence of diabetes is the third highest, and (3) life expectancy at birth among the Hungarian population is 4.5 years lower. Health and risk behaviors such as unhealthy diet, lack of physical activity, smoking, and alcohol consumption are responsible for half of all deaths in Hungary. There is an urgent need to develop effective, sustainable, tailor-made education and programs to support health and risk behavior change in Hungary. Objective: We initiated a segmentation study in Hungary to explore and understand how Hungarian adults perceive their health and risk behavior and to examine acceptable health and risk behavior changes in the case of health and risk behavior dimensions – separately and jointly. We also aimed to segment the Hungarian population via cluster analysis based on their health and risk behavior, acceptability of changes (intention to change), and participation in screening tests. Method: A cross-sectional web-based segmentation market research study was conducted among the Hungarian population aged 18–65 years, interviewing N=1000 individuals within a nationwide representative sample based on gender, age, region, settlement type, and education, using national census data from the Hungarian Central Statistical Office. Results: We distinguished 5 population segments based on their health and risk behavior, intention to change their lifestyle, and participation in screenings. Discussion and conclusion: The identified segments suggest that different approaches in health education are needed to support health and risk behavior change. Instead of using a "one size fits all" approach, digital health solutions should be developed based on these segment-specific characteristics
Authors: Dóra Szerencsés, Zsombor Zrubka
Institution: Obuda University
Language: English
Topic: Health and Lifestyle Studies
Field: Medicine
Domain: Health Sciences
Open Access status: hybrid
OpenAlex ID: W7204199143