On Guiding The Value Of Consumptive Behaviors Of College Students

The college students are the special consumptive group in society, who have great demand and often lead the trend of consumption. At the same time, their consumptive behaviors reflect the socio-economic and cultural fashion. The college students haven't satisfied with adequate food and clothing and have more and more spiritual demand. As gradual improvement in cultural life and extension of cultural fields, Desire of dewelopment and enjoyment of life become the mainstream at their consumption. In consequence, parts of the students have the false cognition such as competition and fashion. Therefore, in order to build the college students' consumption rules and carry out moral education, It is of great significance to pay attention to, analysis, study phenomenon behavior, :psychology and the characteristics, patterns and ideas of students consumption.Based on investigation of the consumptive overall level, consumptive source, consumptive psychology, consumption structure, consumption idea and other aspects on college students, this paper analyses the consumptive behavior characteristics of college students, the existing problems and identifies the causes of the problem and makes a value assessment. The value guidance is the vital. From the perspective of ethics, the paper expounds the necessity to guide the value of consumptive behavior for students; we must adhere to ethical principles for guiding consumptive behaviors of college students. In accordance with these principles, the concrete measures are advocated: sponsoring "reasonable and appropriate" consumptive attitudes and strengthening the strenuous education; Promoting " green consumption " and establishing new concept of sustainable consumption; Advocating campus mainstream culture and strengthening consumptive moral education; Improving the quality of leisure consumption; Develo,ping simple life style, which help the students to forgo the consumptive misunderstanding and establish a healthy, civilized and scientific consumption ethic principle and form the consumptive psychology and behaviors.