The paper presents the results of the empirical study of terminal and instrumental as well as professional and eco-saving life values of entrepreneurs belonging to various socio-demographic groups. The sampling included 90 entrepreneurs of small business in Irkutsk city and Irkutsk region. It revealed that prevailing values and goals were material wealth, dynamic lifestyle, and friends. Instrumental value – success in business – ranked the highest. Profit generating, autonomy, and independence were found to be attractive values. The study confirmed difference in value system of entrepreneurs from different socio-demographic groups, and revealed the correlation between values and the strategy of economic behavior.

Terekhova Tatiana Aleksandrovna, Doctor of Sciences (Psychology), Professor, Department of General Psychology, Irkutsk State University, 1, K. Marx St., 664003, Irkutsk, Russian Federation, e-mail: terehovata@mail.ru 

Trofimova Elena Leonidovna, Candidate of Sciences (Psychology), Associate Professor, Basic Department of Social, Emergency and Penitentiary Psychology, Irkutsk State University, 1, K. Marx St., 664003, Irkutsk, Russian Federation, e-mail: trofimova-bgy@mail.ru 

Geranyushkina Galina Petrovna, Candidate of Sciences (Psychology), Department of Sociology and Psychology, Baikal State University, 11, Lenin st., 664003, Irkutsk, Russian Federation, e-mail: gergp@mail.ru

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