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In modern conditions the economic science still has not developed a unified understanding of the role of health care in the rational organization of the working environment in the enterprise. The purpose of the article is consideration of forming a rational behavior of economic agents at the enterprise level based on the interactions of formal and informal institutions, resulting in a transformation of values in the field of health savings through the application of new knowledge. The hypothesis of the research is the presence of the influence of formal and informal institutions for behavioural installation in the system of health care. The study is based on institutional approach, allowing to identify features of institutional arrangements and value orders of magnitude, considering not only legal and recorded in a formal way rules, how much of the agreement as a set of informal norms, according to which the interaction between people in a particular area of their activities. The novelty of the research is to study the impact of mental models culture of health care to limit the irrational behaviour of employees. On the basis of the systematization of scientific approaches characterized by system of formal and informal institutions that influence the behavior of health care. For experimental confirmation of the hypothesis about the importance of establishing an effective regulatory environment in January-February of 2015, a survey was conducted at the number of industrial enterprises of Perm and Perm region (JSC Saranovskaya Mine Rudnaya, JSC Motovilikhinskiye Zavody, Barma Ltd., Perm Engine company Ltd),. The results of a study of attitudes of employees of enterprises in Perm region allow us to conclude about the existence of cognitive constraints that shape irrational behavior in the field of health.

INFLUENCE OF FORMAL AND INFORMAL INSTITUTIONS ON TRANSFORMATION OF BEHAVIOR COMPETENCES IN THE FIELD OF HEALTH PRESERVATION