SUMMARY
The Genesis and evolutionary transformations of economic culture are studied in terms of social philosophy, which made it possible to obtain systematic information about the transformations of economic culture, the development of economic culture in modern society. The modern understanding of the importance of economic culture as a «projection» of culture (in its broad sense) on the sphere of social and economic relations is specified. The model of «economical person» – «homo economicus», consisting in: rationalism, selfish individualism, desire to enjoy and desire to avoid suffering wherever possible, is investigated. We consider the behavior of the «economical person» as a kind of paradigm of rational action based on the system planning not only of economic development, but also the creation of an ideal model of economic mode of action. It should be borne in mind that the model of the economical person was created not for the study of man, but for the study of economic life. And it is successful economic life that will lead to the public good, which will be based on enjoyment from rational economic behavior. Therefore, the model of «economical person» includes such parameters as: the unlimited needs of the subject and the presence of a set of preferences and restrictions. And the result of preferences and restrictions is based on the action taken in a situation of limited resources and having the character of choice in accordance with subjective preferences. Thus, economic human behavior in the selection of goods according to their preferences acts very prudent to constantly maximize the difference between benefits and costs, always choosing the most optimal variant of actions affecting socioeconomic condition of the society. Interrelation and interaction of economic and social processes as a necessary component of economic stability of society is approved. The importance of the transformation of economic systems for the actual well-being of modern man is established, consisting in its economic behavior. The semantic content of rational behavior necessary for the successful development of modern Ukrainian society is revealed. The article shows the importance of economic culture for the successful development of modern society, which consists in: connecting the economic and social environment into a single whole; economic behavior of man; the embodiment of spiritual values and interests in the matter of action.