An Exploratory Study On Consumer Ethics Of Contemporary College Students

Consumption is one of aspects in social reproduction chain (production, allocation, exchange and consumption), which is a necessary part of human being's practice and the final aim for production activity. Mankind cannot live and develop without consumption. Consumption plays an important role in human being's activity. Basically speaking, although the consumption contents, standard and the possible style are decided by social productive forces level and individual economic condition, different people have the different consumption style under the same economic condition in same community. Because the consumption requirement, style, content and pattern are not only constrained by the economic condition, but also effected by social moral concept, traditional custom and the consumer ethics. Under certain social and economic condition, consumption concept, as the main factor to influence on making decision for consumption, decide the consumption style and consumption favoritism. The consumer ethics is a principle by which people understand, evaluate and guide the individual consumption activity from morality perspective. The consumer ethics belongs to the social ideology sphere and is affected by people's outlook life, outlook world and the concept of value. Generally speaking, outlook life, outlook world and the concept of value decide the consumer ethics, but the relationship between them is not one-way directed. The consumer ethics also influences the forming and formed outlook life, outlook world and concept of value. Correct consumer ethics promotes the consumer to form the active attitude for outlook life, outlook world and concept of value; however, wrong consumer ethics will corrupt outlook life, outlook world and concept of value, even will lead the consumer to the degraded world. Therefore, consumption problem can not only comprehensive from appearance– economic perspective, the deep level should be probed into– that is outlook life, outlook world and concept of value orientation.At present, college students group is a special consumer group. On the one hand, they are adult and separate themselves from their parents'intervention, and have the independent consumption space; on the other hand, because the mentality of college students does not mature completely, it is easy to be influenced by the bad moral atmosphere and loss their way in the material world. Affected by the western consumption concept and the bad moral atmosphere, the unreasonable, blind consumption behavior is presented among the contemporary college students. The unreasonable consumption behavior brings the huge economic pressure to the family and destroys the kind consumption atmosphere in campus, which has the disadvantage on students'physical and mental development. What is more serious is that, outlook life, outlook world and concept of value which are forming will be corrupted possibly. Therefore, we should pay more attention to the deviation of the college students'consumer ethics. This conclusion not only considerate form the mental, physical health and saving social material aspects, but also from the cultivation excellent successor for our country. The unreasonable consumption behavior must be constrained effectively. If only the unreasonable consumption behavior is permitted without restriction, the consequences would be too ghastly to contemplate.Of course, the unreasonable consumption behavior of contemporary college students can be corrected or adjusted by the school regulations, policy and statutes. But this system restriction is from the outside environment only, which have limited restriction on unreasonable behavior. If the research focuses on the consumption concept of college students to build up the proper consumer ethics and restrain their consumption behavior from the inner belief, the ideal effects will be got in adjusting the college students'unreasonable consumption behavior. This paper use the basic tools of ethic research --- to analyze on books, to analyze tie-up with history, study the theory tie-up practice and method to analyze with to synthesize. This paper commences introducing the concept of consumption, moral consumption and consumer ethics, focuses on the consumption actuality of college students and points out the college students'deviation on consumer ethics. Then the author illustrates the necessity of building up the correct consumer ethics, and introduces what kind of principle should be set: just moderation harmonious subjective. At the last part, this paper puts forward the method for solving the deviation of college students'consumer ethics. It's aiming at all the society to pay close attention to providing an approach for the person whose task is care about the students'.thought in college and those who are related.