The purpose of this paper is to identify the behaviours of contemporary consumer determined by ongoing social and technological changes. The layout of the paper is dictated by the implementation of the objective. The first part introduces the subject matter of consumer behaviour. Part two focuses on the issue of social changes as contribution to the creation of new trends in consumer behaviour, whereas part three focuses on the issues of technological changes as contribution to the creation of new trends in consumer behaviour. The paper has a theoretical character. It is based on a critical literature review.