A Study On The Status Quo And Education Of Contemporary College Students’ Consumption Value

As the dominant force in the future society, contemporary college students are not only the main builders and promoters of economic construction, social development and cultural progress, but also the main force of the future market consumption and main shaper of consumer culture. Age has a profound influences on people’s values and behavior patterns, so there retain a time stamp in the ideology and behavior patterns of people in different age. As a special group, College students’ outlook on the world, life and values are being shaped and established. In the current society, there are lots of information and frequent cultural exchange. Their consumption idea and behavior is influenced by various factors such as self, family, school and society, at the same time the specific consumption idea and behavior are the direct reflection of their outlook on world, life and values. Therefore, there have important theoretical and practical contributions to both the college students’personal growth and the harmonious development of society, by understanding and investigating the consumer values orientation of contemporary college students to guide the reasonable consumption values.Through the review of consumption values, this study summarizes the present situation and problems of contemporary college students’ consumption values by using a meta-analysis, based on the related theory research of Chinese traditional consumption idea, consumption values and its sinicization of marxism and consumption values education abroad. We attempts to construct a theoretical model of college students’ consumption values education on account of the multi-disciplinary knowledge of ideological and political education, psychology and sociology and others. Then, in view of the present situation and problems of the contemporary college students’ consumption values education, we put forward the direction and implementation paths of the contemporary college students’ consumption values education. This study defines the college students’ consumption values as the initial formation and establishment of the attitude to consumption, decision-making and behavior, and many other factors of consumption value judgment and code of conduct, under the constraint of economic source and insufficient consumption ability in their phase of university. Using the meta-analysis, this study concludes eleven characteristics of the current situation and problems of contemporary college students’ consumption values, namely, comparison, blind impulse, fashion, personality, material enjoyment, sophisticated, symbolic, rational, and developmental values by combing and making statistics analysis of 222 related papers. In this paper, we attempt to construct a preliminary theoretical modal of the education of consumer values, the wheel of college students’ consumption values education. Then, based on this theoretical model, we analyze the current situation and problems of college students’ consumption values education from a four levels framework of "a guideline", "two wings of technical support", "tripartite coordination linkage", and "four macro effects". Finally, we put forward the contemporary college students’ consumption values guideline based on the socialist core values, namely advocate college students to develop moderation, scientific and rational and sustainable consumption values orientation. To realize the ultimate education and guidance of contemporary college students’ consumption value, we need the innovation of college students’ consumption values education content and method, the government planning and guidance, and the coordinate linkage of the family, school and society.The innovation of this study has two aspects, the meta-analysis and the wheel of college students’ consumption values education. Different from previous studies, this research adopts the meta-analysis to conduct carding and statistics of 222 related articles for almost five years, and then we put forward eight kinds of college students’ consumption values. This is more comprehensive and better than ever, for their limited area, tendency, and only for a few people to the research analysis. Secondly, we construct a theoretical model of college students’ consumption values education, by putting forward the wheel of consumption values education theory framework. On the basis of the theory model, this study analyses the current situation and problems of college students’ consumption values education, puts forward the direction and implementation path of the contemporary college students’ consumption values education.