Living standard and value orientations of population in the region

The article presents results of the sociological research in living standard of the population in the Vologda Oblast, assesses its influence on the residents’ value orientations. It considers objective and subjective approaches to quality of life. The definition of living standard as an objective-subjective characteristic of the conditions of human life increases the role of the “subjective” approach. The study is focused on the value-need sphere and life plans of the Vologda Oblast population and their impact on quality of life, expressed with the help of key indicators: subjective feeling of happiness and life satisfaction. The paper shows consistency of the methods to measure a level of happiness: the method of VTCIOM, the Oxford Happiness Inventory (OHI) and the Subjective Happiness Scale of S. Lyubomirsky and H. Lepper (SHS). The authors identify the happiness index growth in the Vologda Oblast compared with 2012, although its value remains below the national. The population prefers specific terminal values (happy family life, physical and mental health, financial security, love, presence of good and loyal friends); the social, conformist and business values dominate. The acceptance of other people dominates over self-determination. The population with different levels of subjective well-being differs according to values of development and freedom, self-assertion, other people’s pursuit of happiness, presence of life destination. Core values prevail among unhappy people. Interesting work (purpose as a value) and education (means as a value) are more important for unhappy people. Life goals of happy people are more realistic, and they are more likely to achieve success in all spheres of life. The low assessment of the possibility to achieve life goals or meet needs among population low living standard is a cause of their life dissatisfaction; it increases the risk of frustration.