Because health promotion is a relatively new concept in Europe, a study was undertaken to gather information on informal and organized health promoting behavior and programs in Europe. The study attempts, through a review of literature, interviews, and surveys, to clarify the meaning of health promotion in both theory and practice and to identify goals, approaches, and content of health promotion programs. Section 1 of this report contains the introduction, which describes the study aims and how it was conducted, and section 2 answers the question, "Why health promotion now?" The third section discusses health promotion concepts, approaches, and people, and section 4 offers a classification of health promotion. The fifth section talks about further considerations in defining and evaluating health promotion goals, and discusses factors influencing response to health promotion and effectiveness and encouraging individual responsibility for health. Section 6 concludes the report. Appendices include: (1) survey letter; (2) "Towards an Epidemiology of Health" (position paper); and (3) summary report of a working group on concepts and principles of health promotion. There is an extensive bibliography. (JMK)