Abstract

It is proved that the formation of new consumer attitudes on the background of the displacement of traditional culture communication, nutrition, life occurs in conditions of significant events for healthsaving global nature: first, the scope of medical services during the twentieth century was transformed from private medical practices to health and beauty industry with its huge research institutes and pharmaceutical corporations. Second, because of the opportunities of new technologies radically changed ideas about the biological nature of man and the nature of her health. Established that at the individual level of consciousness growing number of needs, and therefore increased consumption of goods and services is influenced by stereotypes of consumption as a set of sustainable conventional representations about objects and consumption patterns by which creates the algorithm of usual attitudes to meet the needs of in individual behaviors. However healthsaving is not only with the most significant in human life, but crucial for its existence. So healthsaving behavior – a system of targeted actions of the individual, based on fundamental living needs are in maintaining health and increasing life expectancy. As the main components healthsaving behavior seems appropriate to consider: the relation to their health, adherence to daily routine of activity and rest, healthy food regimen, medical, preventive and sports and recreational activities, compliance emotional balance in communication. That is, under the direct influence consumer attitudes are cognitive, motivational, volitional, emotional and physical parameters healthsavingr. It was found that consumption patterns play an important role in the formation of individual knowledge about the benefits and dangers to health from consumption of complex products and services, including, in particular, foodstuffs, clothing and footwear products, toiletries, household goods, electronic and home appliances, medical and preventive medicine and services, wellness-technology and more. The main feature of the impact of consumer attitudes on the individual knowledge of healthsaving is the use of social actors stereotyped judgments that do not lean on your own social experience. Instead, these judgments are from of the matrix of standardized collective images that are absorbed by the individual social practices. Emphasized: first, consumption patterns require constant critical thinking when it comes to maintaining their health; must use structural characteristics of stereotypes in creating stereotypes consumption of healthy lifestyles and developing effective systems healthsaving in Ukraine.