Introduction. The relevance of the topic is due to the changing values and characteristics of the current generation of students, as well as the contradictions between traditional approaches to patriotic education and the needs of young people. The aim of the research is to identify students’ attitudes towards patriotism and to determine the opportunities and limitations of its formation in the university environment. Methods. To achieve the goal, a survey was conducted among 423 undergraduate students at Moscow City University (Russia). Questionnaires with open-ended and closed-ended questions were used, and data analysis was performed using MS Excel. Hermeneutical and analytical methods were also applied to interpret the answers and identify the meanings that students attach to the concept of patriotism. Results. The results showed that 75% of students share ideas of patriotism to varying degrees, but only 35% believe that the university should actively engage in patriotic education. The main agents of patriotic education identified by students were family (87%), media (71%), and school (68%). The university was in last place (29%). Students emphasize the importance of critical thinking, an informal approach, and an emotional component, rejecting imposition and formalism. KEYWORDS Conclusion. The research highlights the need to revise strategies for patriotic education in universities, taking into account the characteristics of the current student generation. It is important to develop conscious patriotism based on personal experience and critical reflection, as well as to use informal and interactive methods. Prospects for further research are related to the development of specific pedagogical technologies that will effectively integrate patriotic education into the educational process without contradicting the values of students.