The presented text discusses the problems of academic and teacher education under conditions of consumption culture and neoliberal ideology development at the beginning of the 21st century in Poland. The article puts the thesis that neo-liberalism, manifested by economic phenomena, permeates all spheres of social life, enhancing the characteristics of consumption culture. It enters education, including academic education. In this context, there has been shown a part of our research conducted in 2006-2016 (27 interviews in depth with students completing Master's degree in Pedagogy). The research has taken the form of semantic reconstruction of statements made on studies and pedagogical training, expressed by students during in-depth interviews (IDI). During the research study the leading categories have been defined, which set the main perspectives for thinking about study. Within these perspectives, the student's goals of study have been identified and more detailed profiles of perceiving pedagogical studies have been defined. The comparative analysis of the IDI narratives of 2006 and 2016 allows us to see phenomena that can be interpreted as indicating that pedagogy students are increasingly taking over the market thinking, acting more explicitly as customers of educational services, presenting a utilitarian attitude to study.