The Study In Consumption Perspective Of Students Consumption Identity

Since World War Ⅱ, the world economy has made substantial progress and development. Consumption as an important part of the commodity economy has become the main theme of today’s world. Consumption in China has a more profound meaning. Consumption has become an important way to construct a personal identity. Identity has great significance in the sociological perspective, on the one hand, identity allow individuals to recognize their position in society; on the other hand, the identity of individuals correctly deal with an important basis for human relationships. Consumption in the construction of personal identity is an important way to express personal identity. Consumer behavior in the general case is built around personal identity, at the same time, in the case of the current social restructuring intensified, consumer behavior is the expression of the pursuit of an important means of identity. College students because of its specificity, has a universal pursuit of self-identity construct. For college students, they often by the consumer to construct self-identity and group sense of belonging. Therefore, consumer identity on consumer behavior of college students have a certain role. However, college students will also be some limiting factors in the consumption process, Such as socialization, traditional culture and economic status, etc., These restrictions make the consumption of college students show a rational trend. This article will adopt the literature, the structured interview method, unstructured observation and participant observation to analyze the consumer agree on the impact of the consumer behavior of college students and the general attitude of the consumer behavior of college students.