healthy lifestyle

The article actualizes the need to study the behavioral characteristics and psycho-emotional portrait of consumers of the market of physical education and wellness services. The main attention is paid to the study of the formation of consumer preferences when choosing services, their needs and expectations from the services provided, as well as the infl uence of various factors on the decision to receive services from this market segment.

Social and demographic problems associated with an increase in the birth rate and the number of citizens leading a healthy lifestyle have many intersection points both in the field of health and in the fi eld of socio-economic relations. Projects to improve fertility indicators and healthy lifestyles, presented in strategic documents and relevant policies, refl ect diff erent attitudes of the authorities towards stimulating citizens.

The article updates the need to study the role and importance of sports in the system of socialization and health-saving behavior of youth in the region (using the example of the Republic of Tatarstan). The understanding of the socialization system is being updated through the prism of the totality of the diversity of determination mechanisms and conditions that can act, including the conditions for the formation of value systems for a healthy lifestyle and playing sports, which formulated the research problem presented in this article.

The article is devoted to the study of the students’ orientation to a healthy lifestyle and to the using of the University’s potential to improve their health. The main components of a healthy lifestyle are considered, and the main preventive actions for promoting health are described in the article. The events of Orenburg State University that aimed at maintaining and promoting healthy lifestyles are analyzed.

Expanding the range of social risks caused by global changes leads to the deterioration in the qualities of society’s psychology and morals. The task of studying health lies not only in medical but also in sociocultural sphere. This determined the importance of a healthy lifestyle as the most ancient social phenomenon that takes on a new meaning and actualizes the investigation aimed at building a paradigm of public health in the context of the sociology of culture.