Keller, MargitKalmus, VeronikaKiisel, Maie2010-10-212010-10-212008http://hdl.handle.net/10062/15429This article offers an insight to Estonian transition culture from the perspective of attitudes and practices related to consumption and environment. Based on representative survey data from November 2005, the article focuses on differences between age groups and ethnicities, and presents the consumer typology. The results indicate that the youngest age groups are most consumerist and brand-prone, being less oriented towards sustainable consumption. Consumerist orientation is stronger among Estonian Russians compared with ethnic Estonians, while the latter are more brand-oriented. The findings of the typological analysis lend support to Sztompka’s thesis about the ambivalence of the transition culture. Key words: consumerism, sustainable consumption, youth, ethnicity, types of consumersapplication/pdfH Social Sciences (General)Article