The theory of human capital has received significant development in the context of the post-industrial economy. Most theories of human capital are associated with the formation of special professional qualities and competencies used primarily in the field of production. But it seems that the theory of human capital can be expanded. In the context of strengthening the link between production and consumption, their mutual penetration, the concept of human capital can be applied to explain consumer behavior. The relationship between consumption and human capital formation involves several aspects. As a result of the realization of human potential, welfare is growing and the structure of consumption is improving. On the other hand, some patterns of consumption can contribute to the accumulation of human capital, health and education. Consumer spending on specific goods and services that contribute to the formation and accumulation of human capital can be seen as a personal investment in human capital. The development of the theory of human capital enriches our knowledge about its forms, in particular the study of social human capital, allows us to shed light on the nature of the behavior of the network consumer.
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