Being considered the poorest country in the European area, however Moldovan roads run a large number of large luxury cars that Europeans who come to the country, are amazed how the Moldovans living. This phenomenon reflects a certain way of organizing everyday life, a way of thinking and acting, specific behaviors and collective representation of all members of society. The article “The consumer culture of car brands in Moldova: aspects of formation and research” highlights a problem of Moldovan society that has not been studied from a sociological perspective. The research took into account the system of explicative factors of consumer behavior, including social, cultural and individual factors.