In the article, there are presented results of empirical surveys on behaviours of young consumers from Poland, the Czech Republic, Spain, Portugal, France, Germany, Finland and the United Kingdom, including importance of the avowed by them values distinguished by M. Rokeach. Awareness of importance of those values accounts much when building firms' marketing strategies as taking them into consideration contributes to a greater acceptance of the product in the market and a positive consumer's attitude towards the offer.