Abstract
The main objective of this research is to identify the subjective economic well-being and values of an individual, which influence attitudes formation towards health within three generations in contemporary Russia. As a result, it was revealed that the representatives of generation Y are manifest individualists. “Baby Boomers” carry traditional values and are more socially oriented. Respondents are dissatisfied with their financial situation, and the majority are experiencing economic stress. Young Russians are more inclined to improve their well-being, unlike other two generations. Despite the differences in individual values, a positive attitude towards healthy lifestyles was revealed. For representatives of generation X and Y, safety has a positive effect on the emotional aspect of attitude to health. The value of interpersonal conformism and reputation positively affects the desire to change their close environment according to their attitude to health issues. Financial deprivation of generation X negatively affects the interest in healthy lifestyles.
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