Consumption, As The Domain Of White-collar Identity

Consumption becomes the important way for people to maintain or built social status accompanies the consumer society arrival. The identity that built by consumption is consumption identity. It is the way which individual expresses similarity or dissimilarity between himself and other people or community so that he could locate himself. This research discovered that the identity of the white collar and their consumption are also contact each other tightly. We got this conclusion through the reorganization and analysis of the correlation theories and using the method of participant observation, case investigation and document. It is the lack of the feeling of ascription to some community, the social status panic and the desire to self-realization impel the consumption identity of the white collar. However, the Chinese traditional consumption culture, the whilom life experience and the limited income level cause identity is not the only reason which decide the consumption behavior of the white collar. As a result, the consumption identity of the white collar is abstemious.