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The article discusses the phenomenon of consumption in the market society. The factors that promote and support the consumption as a value, the lifestyle and the way to success are analyzed.Myths from consumption society, which promote using, are examined; their impact on individual power and social psychological aspects is discussed. The challenge of using which contributes to the sustainability of society is under discussion. It is shown that these myths help strengthen individual's dependence on the consumption standard, essentially deprive him / her of freedom of choice, they do not encourage the self-activity of an individual and they do not develop responsibility for his / her choices (which is the basis for the stability of democracy). The individual who is constantly guided and habituated to use standardized material and intellectual goods and services, developing dependence on them, readily becomes regulable consumer also in the market of political services. In this way, the assumptions are creat...

CONSUMPTION AS A VALUE IN THE CONTEXT OF SOCIAL SUSTAINABILITY / VARTOJIMAS KAIP VERTYBĖ SOCIALINIO STABILUMO KONTEKSTE