The ZE10 magnesium alloy with the rare-earth metal additives, which contribute to a better forming of the alloy, was used as studied material. The ZE10 magnesium alloy with the rare-earth metal additives, which contribute to a better forming of the alloy, was used as studied material. Sheet material is usually straightened on roller levelers to relieve residual stresses and improve flatness. The metal is subjected to alternating deformation by bending when straightening. The changes in the structure, crystallographic texture and, as a result, physical and mechanical properties occur in the metal are often not taken into account in the future. The elastic modulus is an important parameter, for example, in the production of products using bending. In this work, the elastic modulus of sheets of magnesium alloy ZE10 was estimated in three main directions. A starting sheet was obtained by extruding an ingot, then rolling in the longitudinal direction and then rolling with a change in direction by 90° after each pass in combination with heating to 350°C. The original sheets were subsequently subjected to alternate folding. Evaluations were made of the elastic modulus of the original sheet, as well as the sheets after 0.5, 1.0, 3.0 and 5.0 alternating bending cycles. To estimate the elastic modulus, we used the Kearns texture parameters , which we calculated from the inverse pole figures, as well as the elastic constants of the single crystal of the ZE10 alloy found by us. The maximum deviation of the calculated and experimental values of the elastic modulus did not exceed 5.2%. Strong correlations and quadratic regression equations have been established between the values of the elastic modulus, mechanical characteristics (tensile strength, yield stress, elongation), on the one hand, and the above-mentioned parameters of the Kerns texture, on the other hand. The approximation reliability coefficients are 0.76 - 0.99.