DE GUSTIBUS NON EST DISPUTANDUM?

The thesis researches a nature of cultural consumption and how economic, social and cultural factors are related to its patterns. A case study of Lithuanian visual arts market shows that existence of the essential economic environment does not imply higher cultural consumption rates. Further investigation tests the hypothesis whether social and cultural factors can predict cultural consumption patterns better than economic factors alone. The quantitative data analysis of a consumer survey accompanied by qualitative analysis of experts’ interviews confirms the hypothesis. It suggests that holistic approach incorporating not only economic, but also social and cultural perspectives must be applied when analysing cultural consumers’ behaviour.