Personality values serve the function of regulating behaviour and defining its purpose, linking it into a single whole personality and social environment. At each stage of personality development, the choice of the dominant mechanism of value system formation is determined by a complex set of internal and external factors. The importance of the study is the need to follow the process of worldview changes that occur in the period from youth to adulthood. An essential stage in youth is to adequately overcome the crisis of identity, which opens a positive direction in the development and transition to another crisis - the crisis of adulthood. In adulthood, a person is more active in his life, fully reveals his full potential; this leads to the creation of material and spiritual values of society. The main thing during this period of life is a professional activity and family relations. If at a young age there was a mastery of the profession and the choice of a companion, then in adulthood, it is the realization of their capabilities, skill in the chosen activity and family relations. The crisis of youth age is a loss of one's integrity as an individual and a lack of social definition. Because of this, there are "doubts" about my self, my actions, my place in the group, my future. There are possible consequences of frustration with the goals and social tasks of the individual, which can lead to the following options of subjective response: avoidance, passivity or aggressive confrontation. The crisis of adulthood is a reassessment of values, testing them for "effectiveness". The vast majority of mature people raise their offspring and, depending on their skill in coping with crises, this will affect the next generation, their psychological characteristics and their professional activities. The crisis of identity is the loss of self-worth, the blocking of inner identity and the lack of social acceptance. This crisis is both an age and a life crisis of man. It is the most difficult during the self-determination of personality.

The article deals with the theoretical approaches and mechanisms of determination of entrepreneurial activity, the formation of individual value orientations of the individual and factors influencing the formation of value and sense of life orientations of entrepreneurs. The analysis of the activity of foreign entrepreneurs shows that among the various personal qualities can be distinguished five of the most important: independence, ambition, perseverance, hard work, stability. The author notes that the increased interest of scientists in the problem of values and valuable orientations is the need for a deeper understanding of the nature of human cognition, which in the process of transformation acquires new characteristics and helps the individual to adapt to qualitatively new socio-cultural living conditions. The work reveals the essence of value orientations of the personality, as those that perform the functions of regulating behaviour and defining its purpose, linking into a single whole personality and social environment. Therefore, at each stage of personality development, the choice of the dominant mechanism of value system formation is determined by a complex set of internal and external factors. Internal psychological factors and factors of the external social environment determine the peculiarities of the development of the system of value orientations, interacting with each other in the implementation of one or another activity. Thus, the article shows that the subject of entrepreneurial activity is characterized by its specific (material, social, spiritual) value orientations, which underlie its activity and determine its structure. Consequently, values that have been identified as specific to entrepreneurial activity are strictly related to the fundamental values of each individual, but have a specific identity to them and determine the direction of the vector-specific business.