To study consumers' self concept and self identification in consuming health food and factors influencing decision-making and selection of health food behavior are also examined. Data were collected from product brochures and in-depth interviews with 24 persons of ages ranged from 41 to 55 years old. Key informants have academic background of at least bachelor degree and continuous product consumption of at least one year. Informants were divided into three subgroups based on gender, occupation, and monthly income (greater than 30,000 baht and less than 30,000 baht). The result shows that consumer choose health food to maintain good health and long lives or to compensate for daily nutritional needs. Urban way-of-life limits individuals' ability to properly maintain good health. Health food consumption then creates body images in the forms of body projects and body capital. Factors affecting consumption behavior are from surrounded people and advertisements. Moreover, informants show intention to continue toconsume health food while seeking for alternatives ways to maintain good health.