Table 1 – Assessment of costs breakdown of students on primary groups, a polyvariant question, % of respondents

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METHODS AND RESULTS

In the methodological aspect work was based according to the leading tendencies of modern science, on the basis of a cross-disciplinary integrated approach: basic provisions of economic sociology, cultural science, marketing, sociology of culture, general sociology.

According to the approach, consumption appears to be an instrumental value, terminal value – active and creating activities, which is a generic feature of a man. The type of culture in which consumption is a terminal value, can be described as “hedonistic and consumer” type. This type of culture corresponds to a consumer society, in which consumption is overemphasized, a person is “replaced” by objects of consumption. The dominant value orientation is “to have”.

The type of culture, in which consumption appears to be an instrumental value, and terminal value presupposes realization of essential powers, whereas a man becomes a “measure of all things”, can be described as “humane” type. The dominant value orientation – “to have to exists”.

The type of culture, based on a system of values in which the meaning of things purely utilitarian, can be defined as “idealistic” type. It reminds us of “ascetic” type with its models of consumption behavior. However it differs much from the socialist “forced austerity”, because it is a conscious and free choice of a “human-consumer”, who defines sense only as development and implementation of its essential powers, minimizing consumption. The dominant value orientation is “to be”. Unlike the “humane” type, this type is characterized by the absence of denial of asceticism [1].

The studies by Erich Fromm, American sociologist and psychoanalyst, are dedicated to the problem of life orientations in the modern mass consumption society. The author describes two ways of human existence: existence of a person happy to be a part of the whole world, and possession, which presupposes a consumer defining him/herself according to the formula – I am what I have and consume. Analyzing the way of human existence in a capitalist society, aimed at possession, Fromm shows its incompatibility with the humanistic demands of human nature [2]. As well as other critics of the mass consumption society, he writes about artificial needs imposed by production, and about death of a person’s spirituality due to excessive consumption and luxury. According to Erich Fromm, consumption is one of the forms of possession, overemphasized in the modern society. Many people consider possession to be the most natural way of existence, and even the only acceptable one for a man. Erich Fromm gives prove of absolute failure of this orientation in life. He does not deny the “existential possession”: “Owning seems to be a normal function of our life: if we want to live, we need to have things in our possession”. He adds: “The very human existence aiming at surviving requires having and preserving certain things, taking care of them and using them. This applies to our body, food, shelter, clothing, as well as instruments of production necessary to meet our needs. Such form of possession can be called existential possession, because it roots in the very conditions of existence. It is a rational desire to preserve... Existential possession does not conflict with existence...” [3, p.198-199]. When analyzing the nature of industrial society, Erich Fromm supposes that the industrial age has not fulfilled its promises: unlimited production based on technology and knowledge, leading to unlimited consumption, has not established a “welfare and unlimited happiness”. Moreover, he demonstrated evidence of the following theses:

“Unlimited satisfaction of all desires can not be a way to happiness...”; “We began to realize that they have become cogs in the bureaucratic machine and our thoughts, feelings and tastes are manipulated by the government, industry and mass media, which is under their control”;

“The very technological progress has created a danger to our environment and a threat of nuclear war ...” [3, p. 201].

The humanist of the XX century tries to reorient a person to comprehend his/her own individuality, to implement his/her own essential powers. Following Karl Marx, Erich Fromm argues that the meaning of human existence is to be everything, but not to possess everything. According to Erich Fromm, the basis of active, creative activity is independent thinking and presence of practical reason, clear consciousness of insecurity, doubtful nature of external sources of happiness and pleasure. The latter are accidental and, therefore, can run short even under favorable circumstances. Human life project with the material dominant is indicated by the word “to have”. Erich Fromm formulated the anthropological essence of man having this orientation in the following formula: “I am what I have, and what I consume”. It promotes the formation of ostentatious, prestigious consumption. With the growing influence of the market the meaning of ego is transformed into “I am whom people want to see me”, for a person, living in a market economy system, considers him/herself to be a subject of sale. Fromm argues that artificial needs turn a man into an “eternal child” – consumer [2]. The loss of oneself is the plot of many works by Erich Fromm. Becoming a reflection of other people's expectations, a person largely loses him/herself, refuses immanent needs. Consumption models of other people determine the direction of consumption practices of an individual: he/she buys a particular product due to the fact that majority of people buys it or refuses to buy goods because others do not buy this product. For such consumers the assessment of others has a great significance. They can buy useless goods just because these products are in high demand. The need for self-affirmation makes a person refuse the acquired consumption behavior. This need for self- affirmation becomes an external need, which forms an inner need to purchase a new product. Someone else's opinion becomes the basis for the emergence of new thought on values. Perceiving other people's thoughts on values, an individual refuses to identify values independently. The pervious principles are destroyed under the influence of new value orientations, formed by the sociocultural environment of the modern society.

Empirical base of work results of the researches of culture of consumption of students of Sverdlovsk region conducted in 2016, a basic method – questionnaire, quote selection, N = 780 were, the basis for quoting – the direction of preparation (humanitarian, social and economic, natural-science, technical), a course – the second, training level – a bachelor degree.

Importance

Very many

Not especially there is a lot of

Almost anything

Food

Travel by public transport

Visit of theater, cinema

Tobacco products

Clothes

Perfumery and cosmetics

Books

Music storage devices (cartridges, disks and so forth)

Beer and other alcoholic beverages

Sports activities

Visit of concerts

Saving

Visit of clubs

The greatest expenditure of the most of students fall on food. As the most significant this spendings were estimated a bit more than a half of respondents. The second for the importance (estimated "not so much") expenses on fare, visiting of cultural institutions, acquiring of clothes). Almost “nothing at all” is spent for tobacco products and alcohol (this approve 59% of respondents), going to clubs, carriers of musical information, savings, sports, perfumery and cosmetics.

Girls’ costs on public transport, clothes, perfumery and cosmetics essentially exceed ex-penses of young people. A bit more funds they spend for books, goings to the cinema and thea-ters. Young men definitely are the leaders of buying tobacco products, beer and other alcoholic beverages, music storage devices, sport, savings and going to clubs.

Students of a humanitarian profile more than others spend their money on going to thea-ters, cinemas and concerts while engineering students estimated these expenses as minimum. The same concern clothes, perfumery and cosmetics. The opposite thing is about consumption of tobacco products and alcoholic beverages, sports activities and savings. For students of the social and economic and natural science, areas there are no peculiarities in expenses.

Reasons of acquisition of things are the one of the most essential and bright indicators of demonstration various models of consumer behavior (table 2).

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