Irina Popova – Doctor of Sociology, Professor at the Department of Social Technologies P. G. Demidov Yaroslavl State University, (Russia, Yaroslavl),e-mail: pivik@list.ru

Irada Dudina – Assistant of the Department of Social Policy P.G. Demidov Yaroslavl State University, (Russia, Yaroslavl), e-mail: ax81081@rambler.ru

Abstract. The article highlights the characteristic values of  modern Russian youth and studies their impact on credit behavior. The data of the empirical research aimed at determining the prevailing individual values of  the residents of Yaroslavl at the age of 18 to 30 years, both with credit experience and with its absence are analyzed. The results obtained make it possible to conclude that a combination of economic and social factors influences the decision to appeal to credit behavior. The influence of individual values, attitudes toward credit practice, refers to social ones; to economic – the level of financial position. The results of the research can form the basis for a more in-depth study of the social and economic causes that affect credit behavior and the identification of their interrelationships.

Keywords: credit behavior, youth, individual values, credit experience, income level, attitudes towards credit.

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