This research was designed to identify the factors relating to well-being oriented consumer behaviors, and to compare college students and housewives with regard to these factors. We conducted a survey among 579 housewives and 343 college students. All data were analyzed with the SPSS Windows 17.0 program in terms of frequency, percentage, means, and standard deviations as well as via t-tests, correlation analyses, factor analyses, and multiple regression analyses. In summary, three findings emerged from this study. First, housewives considered the prices of dietary products and services related to well-being to be higher than did college students, and also expressed greater confidence in information about dietary well-being information than did college students. Second, well-being oriented consumer behaviors included two subfactors: using behavior and disposal behavior. A t-test revealed that housewives were more likely than college students to adopt well-being oriented consumer behaviors. Finally, the well-being oriented consumer behaviors of college students were influenced by family and environmental factors, by variables related to identifying relevant products, and by average monthly income. However, family and environmental factors, confidence in the relevant information, family health, and perceptions of price were found to affect the behaviors of housewives. This study will contribute to the development of consumer guidelines and consumer education with regard to healthy lifestyles as well as to discussions promoting dietary habits that privilege considerations of well-being.