The philosophical category of values has not yet been subject to natural-scientific verification. The impossibility or limited application of criteria and methodology of natural sciences to the study of phenomena of spiritual existence significantly hinders the development of humanitarian knowledge. The study of the nature of values through the study of human behavior introduces ideational objects into the nomothetic field, which allows us to verify the philosophical concepts of values. The study was aimed at assessing the role of life satisfaction as a moderator of the relationship between consumer ethnocentrism and the attitude to domestic goods purchase in an alternative choice situation.