The article presents the results of sociological research conducted to verify the socio-political, socio-economic, infrastructure and socio-psychological groups of factors of developing models of self-preservation behavior of residents of Russian regions. The study reveals a direct correlation between the degree of satisfaction with the political situation in the country and the priority of people’s own activity in relation to health. The author notes the high importance of recreational resources in the formation of attitudes to maintain and strengthen people’s health. To establish the values of social and socio-economic factors with self-preservation behavior, the author uses the quotas of welfare, marital status, age, as well as the educational level of respondents. The priority of active forms of self-preservation behavior among respondents with higher positions in all quotas is revealed. The content of socio-psychological factors is considered by identifying self-preservation motives and attitudes of the population. According to the results of the study of attitudes to ideal, expected and desired life expectancy, a number of trends and patterns that exist in the mass consciousness of the inhabitants of the region are revealed. The existence of contradictions between the settings for high life expectancy and the lack of formation of behavioral patterns responsible for the preservation and promotion of health is noted. It is concluded that it is necessary to form appropriate attitudes towards people’s health, allowing to consider it not so much as a "given", as an asset, and behavior in relation to health as an activity of accumulation and expenditure of the relevant health capital.