The article offers a discussion of the main consumption patterns by Lithuanian students. The theoretical analysis focuses on various aspects of consumption, presented by T. Veblen, P. Bourdieu, M. Marcuse, J. Baudrillard, M. Douglas and B. Isherwood. Theoretical assumptions have been tested in an empirical research based on an original methodology. Data of the empirical study revealed four main types regarding leisure activities: (1) elite culture, (2) popular culture, (3) social and civic participation, and (4) consumer culture. As empirical data indicate, fashion is more important than brands in making a decision to buy products and services. Students understand conspicuous consumption mainly as a way of showing a high social status; nevertheless, they themselves do not use conspicuous consumption.

Keywords: consumption, academic youth, leisure time, conspicuous consumption, advertising