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The article describes the phenomenon of self-restraint as a spiritual, social and economic factor. It is acknowledged that its antipode, the consumerism, tends to lead to destructive phenomena both on the individual and social level, e.g. in the sphere of economy. The matter is that self-restraint is an important manifestation of freedom and the means of personal self-development, as well as creativity, which all are considered to be a basic existential need. It is proved that human personal development is possible only in the form of self-development as a freedom manifestation, while the destruction of a personality means the loss of freedom, subordination of the individual to some principals or compulsion.Self-restraint is also the means of socialization and brining up, as well as the integral part of work, and thus must be the characteristics of a sound economy and society in general. Creativity shouldn’t be separated from work, either, and the latter in this way becomes a means of both self-development and the economical growth. On the contrary, consumerism as the antipode of self-restraint naturally leads to the destruction of an individual and society. Thus, the return to traditional Ukrainian moral values of temperance, self-restraint and abnegation is the only necessary condition of coping with the systematic total crisis that has overwhelmed Ukrainian society, being at the same time an important means of a successful individual’s self-development

САМООБМЕЖЕННЯ ЯК ОДИН З ГОЛОВНИХ ЗАСОБІВ САМОРОЗВИТКУ ОСОБИСТОСТІ