On this research, it were investigated the differences in the well-being trends and the purchase behavior of well-being products by socio-demographic characteristics and other variables. In addition, it were examined the effects of those variables on the satisfaction of life. The following is the summary of the main results. First, female, non-married, consumers living in the southern area of Seoul, and consumers who seek more to well-being information and psychological safety were more likely to follow well-bing trends. In addition, employed, old, and consumers who seek to physical safety, well-being information, and follow well-being trends were more likely to purchase well-being products. Second, the purchase behavior of well-being products impacted the level of life satisfaction, while the well-being trends did not. In addition, married, young, and consumers owing their own house and good health were more likely to show higher level of life satisfaction.