Analysis On Consumption Issues And Approaches To Contemporary College Students

Consumption is an important part of social reproduction that having a significantimpact on people’s production and life. Comrade Hu Jintao in the18th National PartyCongress put forward that all the people should oppose luxury consumption and calledfor the whole Party and people to continue to maintain the style of hard struggle.College students, as a special consumer group, no matter what their consumptive viewsare correct or not, consumer behavior is good or bad, they will directly relate to thefuture of our country. As the reformation constantly goes deeper, the college studentsare suffering from influence of the western consumerism trend. Their consumptionissues in the consumption process are more and more prominent, which should arouseour full attention. Therefore, under the command of the Eight Provisions and corevalues of the socialist system, we should grasp the basic knowledge of the consumerand related concepts, pay close attention to the students’ consumption situation, find outsome reasons caused college students`consumption issues, cultivate college students toestablish a correct consumptive view, which should be important topics of commonconcern.The students of Soochow University are taken as respondents in the researchpaper.Investigation and analysis on college students’ consumption psychology,consumption behavior, consumption structure, consumption habits and so on.The articleis divided into four parts:Part Ⅰ: It is necessity and possibility to guide college students to establish a correctview of consumption. This part mainly discusses the definition of consumption and therelevant concepts, and points out the necessity and possibility to guide college studentsto establish a correct view of consumption。Part Ⅱ: The contemporary college students have the main issues in the consumption process.The majority college students who spend money reasonably canbe defined as the rational consumers. However, the attitudes held by part of the collegestudents do not appears to be positive towards consumption behavior, and thus emergeof a range of consuming issues, such as disordering of actual living consumption, butlowing of connation living consumption development; over-consumption forinterpersonal activities; the behavior of "keep up with Joneses" but unable to afford areincreasingly obvious; and non-actual need impulsive consumption is graduallyprominent, etc. As we can see from the analysis of the above problems, it is important toguide students to establish a correct view of consumption.Part Ⅲ: Research the causes of the consumption problem of contemporary collegestudents. Consumption problems for students in the consumption process are analyzedthe reason from three dimensions to expound: consumption culture, consumptionpsychology and consumption environment. First, the bad consumption culture hasdirected the conception of college consumer incorrectly. Second, the bad consumptionpsychology easily leads college students to spending recklessly. Third, the negativeconsumption environment has a bad influence on college students’ consumer behavior.Part Ⅳ: Explore the paths to solve consumer issues of college students. Thepossible measures may mainly come up from these three situations: consumptionculture, consumption psychology and consumption environment. First, carry forwardthe healthy culture of consumption, guide students to establish a thrifty view ofconsumption. Second, cultivate the healthy consumer psychology of college students inorder to guide them to establish a rational view of consumption. Finally, createharmonious environment for consumption to lead college students to establish a greenview of consumption.