The Changes of Cultural Values: Lithuanian and Ukrainian Case
The Changes of Cultural Values: Lithuanian and Ukrainian Case

Summary/Abstract: This article aims to examine the culture, its impact on changes of consumption in the context of globalization conditions. At present, globalization is the way in which national economies of the world are becoming increasingly open and related with one another in economic, political, legal, cultural, social, and information spheres. Cultural factor is going to play a strong role in global business and consumer behavior. Consumer behavior in a country on micro, macro and regional level during time perspective causes economic development (consumption as factor of economic development), and is very important for each country or country groups, including Lithuania, as a member of European Union (EU) and Ukraine, as seeking to become a member of EU among other countries in the muture of economic integration. Each country is characterized by its main sociocultural variables: demographics, culture and subcultures, social classes and reference groups. At present, emerging market countries in Europe face many new factors in their economic development, and these factors modify cultural values in those countries. The objective of the research is to determine and characterize the students‘ cultural indeles in different study forms and compare the obtained results in Lithuania and Ukraine. An exploratory structured questionnaire is used in the research. The questions used are of dichotomic, closed and open type, the evaluation and ranging scales are used, seeking from respondents – the students of different study forms (dayl-time, part-time and correspondence) – to get more correct evaluations. The separate cultural features according to G. Hofstede described by such indexes as: power distance index (PDI); individualiam / collectivism (IDV); masculinity / femininity (MAS); uncertainty avoidance (UAI); long-term orientation (LTO) are calculated to different study forms both in Lithuania and in Ukraine. The main cultural features in terms of the determined cultural indexes of students of different study forms were highlighted. General and specific features of different study forms were found in Lithuania and Ukraine.

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