Lifestyles in modern society and their impact on the market behaviour of the young consumers
In modern society one of the basic goals of human life is to continually make and spend money. Young consumers, as people brought up under the conditions of this process formed their own market behavior and determined a certain lifestyle. In this article, the author presents the relationship between the current life styles in contemporary society and the behaviour of young people in the market. Observation of the behaviour of the older generation by the representatives of the Y generation and the changes taking place on the market as a result of globalization have resulted in the formation of two different directions in the patterns of the consumption of young people. It can be observed that there are selfi sh consumers on the one hand and altruistic consumers on the other hand, who behave according to assumptions of sustainable consumption. This study focuses on the presentation of the second type of young consumers. They were indicated for their subgroups and assigned to appropriate consumer trends and to the lifestyle related to their behaviour.