Purpose: The purpose of this paper is to investigate the relationship of values with individual economic behaviour, identifies the correlation between personality values that are conditioned upon the culture, and evaluations of economic behaviour situations on the example of Russian culture. Design/methodology/approach: This study involved 222 people of Russian nationality, young entrepreneurs employed in the commercial field, developing their own business. The following methods were used in the study: the methodology for measuring the values of an individual and cultural level; Melbourne Decision Making Questionnaire, a scenario methodology for economic behaviour, which is a short behavioural scenario (model of behaviour), taken from real life. The statistical processing of experimental data was carried out using the IBM SPSS Statistics Version 21 software package. Findings: The values with correlated progressive and regressive economic forms of behaviour were identified for modern Russian society. The correlation of factors with progressive and regressive economic behaviour was also identified. Practical implications: The practical significance of the study lies in the possibility of applying the results obtained not only in the system of economic education but also in programs to support the business activity of young entrepreneurs. Originality/value: The value of this study is determined by the fact that it can be placed in a broader context of research into the relationship between the levels of human consciousness and his behaviour.