The main issues of personal consumption study
The article focuses on need for scientific understanding of personal consumption problems due to the transition to an innovation economy and the formation of \"innovative person\" as the main subject of modern socio-economic relations. The main features of \"innovative person\" model are not consistent with the characteristic of \"consuming human\" as a representative of the consumer society. Economic determinism as the result of liberal market economy model does not meet the challenges of modern society. Submission of society to the market institute distorts the motives of human activity in all spheres of life. There is a need to review role and place of consumption in reproduction process and to determine the main aims in the study of issues of personal consumption.