The purpose of this study was to explore the well-being behaviors and the consciousness toward well-being trend. The well-being behaviors were composed of 4 dimensions such as regular exercise, purchase the organic agricultural products, use of the air cleaner, and diet for health. The consumer consciousness toward well-being trend was composed of 3 factors such as the marketing criticism, the pursuit of mental richness and orientation for rural life. Especially, the differences of well-being behavior and consumer consciousness toward well-being trend according to socio-demographic variables. The main results were as follows: 1. The well-being trend was extended every consumer, but consumers were not after well-being trends or goods. In addition to consumers thought that well-being trend was stoked by marketers. 2. The well-being behaviors and consumer consciousness were statistically different among groups by the socio-demographic variables.