This exploratory study focuses on autonomous physical health management among seniors, a growing market for health products. We identified three types of behavior: (1) toward information, (2) health therapies or health care, and (3) health preservation. In order to understand the underlying attitude structure of these behaviors, we recommend a three-dimension health attitude path (cognition, conation and affect) measured with five points Lickert scale. With respect to alternative and conventional health behaviors, our results show that people in our sample are seeking autonomy and do not turn toward alternative medicines because they reject conventional medicines, but rather because it is a means to gain control over their own physical health management.