Research On Consumption Views Of The Contemporary University Students

As a special group in society,college students' consumption values are not only influential to their own lives,study and their future,but also have a direct impact on the future consumption habits of society.Therefore,it is of major importance to conduct analysis on the spending beliefs of modern undergraduate students and carry out targeted educational activities related to consumption.This paper treats consumption,and relevant theories of consumption as a starting point,using university students in Hangzhou as an example.Information was collected via a questionnaire survey which was carried out in eight different universities in Hangzhou.This paper summarizes the current condition of undergraduate students' spending behavior and analyzes the main problems related to their consumption such as blindly following trends.This paper also cites other consumer psychologies that exist,as well as looking at the weakening of green consumerism,and other related topics.Analysis of college student consumer behavior has confirmed that the root of the problems stem from: society,mass media,school,and family.For example: social mass media has negatively affected many college students' consumption values by misleading them.Furthermore,schools have failed to educate students on proper consumer behavior.Finally,the author also puts forward countermeasures to solve the problem of modern college students' consumption behavior.The author believes that society has weakened the traditional values of diligence,economizing,and being thrifty.An atmosphere of Self-improvement and a system of values related to the excessive pursuit of material consumption has affected college students concept of consumption and their consumer behavior,and has caused: blind comparisons,extravagance and waste,ignoring the essence of consumerism and other irrational effects.Society should establish sound consumption ethics,and mass media should be used to actively disseminate to society the scientific concept of consumption.Universities and colleges have their students at a critical period,where they play a major part in cultivating their young minds,and as such: college and university students should leave not just with a higher education,but with knowledge to help strengthen the student's consumption habits and well-being.Family acts as college student's foundation for growth.We need to change the concept of consumption families hold,and put in place a more moderate consumption concept.