The dissertation is devoted to the concept of "homo economicus" conceptualization in social and philosophical discourse and creation of theoretical and methodological basis of social and philosophical analysis of homo economicus in modern society. The given work lays grounds for the choice and peculiarities of homo economicus relevant research methodology application in a modern society and summarizes topical approaches to the study of economic behavior from the social philosophy perspective; discloses the system modeling method heuristic potential for understanding the system of dispositions that generate and structure practice of economic activity subject; gives reasons for the benefits of homo economicus multifactor model. The justification is given to the system models application for the study of the economic man in terms of the general parametric system theory; system understanding of economic man is shown in accordance with the principle of dual descriptions completeness as models with relational and attributive concepts; economic man is representedaccording to the key aspects of the system model (conceptual, structural, substrate descriptors), economically beneficial activity motivation is singled out as a systemically important characteristic. The peculiarities of homo economicus models application in social practice and scientific research of Ukrainian researchers are determined and the necessity of the "new type" economic man formation in the modern society and under globalization conditions is justified. "New type" economic man is defined as a socially oriented market person, characterized by a high level of economic culture and has a developed environmental awareness, is focused on well-being achievement, high quality of life, social justice and security, is creative, able to risk and to quickly adapt to variable market conditions; is characterized by rational thinking, aimed at receiving the maximization of the material and spiritual needs while minimizing the expenses in terms of limited resources. The notions of "homo economicus insurance culture" and "economic sociality" are first introduced in the scientific use in the perspective of socio-philosophical studies of homo economicus in society. The concept of "economic sociality" at the level of individual economic man expresses social and economic relations that reflect the specific type of economic system peculiar to the country, and at the level of society it reflects the economic relations of society as a whole in a certain historical period; homo economicus insurance culture is defined as the cumulative resource of means to meet the material and spiritual needs of the economic man in matters of securing his own life and his family's life and is characterized by significant axiological, economic and existential meaningful pressure. Stratagems of homo economicus activity as socially important algorithms and specific ways to achieve personal goals under personal economic conditions in the social market economy are developed. The specific nature of homo economicus socio-humanistic habitus as a combination of assimilation, reproduction and implementation in practice of socially significant meanings, structures, cultural patterns that define sustainable mechanisms of functioning and society interaction in general is brought to light. Nowadays, homo economicus becomes an agent of social practices, an entity, who has the freedom to choose means of vital projects implementation. Economic man is proved to be the bearer of economic culture as a system of socially recognized group values, social norms and behavior models in a market economy conditions, and is formed in the process of economic socialization through economic education and upbringing. The current type of economic culture requires existence of homo economicus with his efficiency, rational perception of innovations, self-discipline, and advanced network of specialized economic institutions. A significant potential of economic training and education as strategic resources to form a new economic man and his/her values within the Ukrainian society is highlighted and defined. The formation of economic thinking in the process of education is shown to be a social mandate, the problems of economic education are inseparably linked to human study, understanding of the personality role in social processes and in the economy as a whole. A social education institution is a medium in the broadcasting, "overlapping" of national economic culture model with the individual; it performs the most important mission as to form the next generation of our country, a new economic man who is capable of innovation, is universally cultural and morally upstanding, because understanding of man not only as a means, but the goal of the economy becomes more organic to modern trends of economic science. One of the major basic competences of modern education, including general and vocational education is "learning to be", that is to possess the ability to exist rationally, morally, to survive consciously and independently.
