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. Health status in Hungary has been deteriorating since the mid-1960s, resulting that Hungary is behind the developed health cultures - mainly Western European - countries. Considering these facts, our scientific interest turned to the examination of health awareness, drinking and smoking habits, healthy lifestyles, state of health and environmental awareness of adolescents and youngsters. To realize these tasks, during the set-up of the sample our aim was to provide representativeness and randomness. The research found that those pupils, who had a harmonious relationship with their parents, maintained a lower level (substance use) smoking and smoking frequency characteristic. No less important is the observation that youngsters try the cigarettes more and more early, but they are far too optimistic in assessing their own health.JEL Classification: P36Keywords: adolescents, health behaviour, smoking, consumer behaviour.IntroductionDue to changes in the social environment, the youngster and youth generation of our days go under changes. The role of the family and the school is decreasing in the socialization of young people, while one of the friends is increasing, and the influence of media - first of all, the electronic media - and consumer industry is growing. The pressure of time and performance, the early autonomy, the challenges, the growing competition increase the endangerment of the youth, as an effect many turn to stimulants.The domestic decadence of health condition has been going on since the mid 60's, as a consequence of this, Hungary has started falling behind more and more compared to mostly Western-European countries having developed health culture. Health condition of the population is even worse than what could be explained by the country's state of development. In an international comparison, Hungary is still one of the list-leaders. In parallel to this phenomenon, teachers working in public education 'get in touch with those kind of students more often', who show deviant behaviour, drink, smoke or keep their companions in fear before and after classes, or perhaps during as well.The new political and economical atmosphere has made the society become more free and open, but at the same time - as a consequence of these effects - those unwanted phenomenon have started to appear, that often shock the society and the young generation as well. The society was not prepared for liberalism coming too fast. As a consequence of economical production and profit-pursuit, the transformation of the society, the growth of unemployment, the sudden sweep of sexual freedom sometimes achieving high publicity, the remarkable increase in smoking, drug and alcohol consumption, the growth of suicidal numbers, furthermore as a result of these and the decomposition of families manifests themselves in numerous cases in students' attitudes towards studying and during their integration into school life.In accord with the above, the centre of my research - partly due to those twenty years we spent in public education - focuses on the mental health of students, and has aimed to examine those external and internal factors that influence or might influence a personality's transformation either in a negative or positive direction. All these strengthen us in examining health-consciousness, lifestyle and health attitude of the thirteen-twenty-five year-old age group. According to researchers (Baum, Krantz and Gatchel, 1997), health attitude is the sum of those behaviour types in connection with health, that as the element of healthy lifestyle manifest themselves in the behaviour arising from health needs and health motivations.It is important to mention and clarify that in modern marketing, the approach stating that companies must satisfy customers' short-term needs in the most efficient way is overshot. Short-term needs of customers often conflict with the long-term interests (health condition, improvement of the quality of life, avoidance of environment-pollution) of customers and the society. …

IS EARLY SMOKING A FASHION TREND OR A DEFENSIVE MECHANISM? – STUDY ON CONSUMER BEHAVIOUR AMONG STUDENTS