Abstract
In the given article there are results of sociological research aimed at the study of peculiarities of motivation of residents of Moscow to maintain a healthy lifestyle (HLS) in conditions of digitalization. According to the obtained results, it is noted that respondents have misunderstanding of the principles of a health-saving behavior: the majority of participants, identifying themselves as leading HLS, at the same time allow the presence of certain bad habits, imbalance of the regime of the work and rest, insufficient physical activity and eating disorder. According to the authorss opinion, the motivation in HLS is caused by influence of external stereotypical attitudes: unhealthy beauty standards, ideas about the priority of health in achieving success in life, socially acceptable behavior. At the same time, the internal motivation for joining a HLS is rather unstable and blurry. Given the significant role of information and communication companies in introducing Muscovites to a healthy lifestyle, the need for their clear targeting, taking into account the specifics of various social groups, becomes obvious.
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