Study On The Consumptive Values Of College Students In East Coastal Zhejiang

As the connection point of economic life, cultural life and social life, consumption is an exchanging and communicating bridge between the economy and people's daily life. When people consume, social relations are unveiled. Nowadays university students are a unique group in the society and their consumption is an important part of the total consumption of population. Moreover, they have their independent consuming consciousness and consuming characteristics and they will play a role in forming the future consumption culture. Their consumptive views reflect their present living condition and value orientation and influence ideological and moral education of themselves and school management. As the rapid economic development in the eastern coastal area, the research on the consumption of university students is now facing new tasks.The students of three local universities on eastern coastal Zhejiang province, namely Taizhou University, Wenzhou University and Wanli University, are taken as respondents in the research paper. After the investigation and statistics of the level, the source, the psychology, the structure and the concept of their consumption, it can be seen from their consumption behavior and psychology in the process of socialization that their consumption shows an obvious diverse tendency, their consumption pace is faster, the structure of their consumption has been changing and some bad consumption habits like to vie with each other or to spend more than they have exist in their consumption. Based on the mentioned information, this paper evaluates the value of their consumption behaviors and analyzes the necessity of value guidance for them to build a sensible consumption value from the ethical point of view. It also puts forward the ethical principles that should be insisted in the guidance of university students' consumption behavior and the countermeasures in line with the principles. University students are the consumptive promoter and practicer in the future society. Consumptive education, consumption conception of sensibility and moderateness and a scientific consumption outlook will all guide them consume in a scientific way, which exerts a profound influence and an essential social benefit in optimizing the social consumption patterns.