Research On The Consumption Behavior Of "hidden Poor People" In Post-modern Consumption Culture

With the continuous prosperity and development of China's economy,people's material living standards have also greatly improved,the change of this economic level has brought about a revolution of consumption.People's values and ways of consumption are more complicated in the new and old interlaced state.In 2018,the emergence of the Internet hot words "invisible poverty population" and its widespread concern also showed the consumption behavior's heterogeneity and complexity of Chinese people from the side.And put forward that the "invisible poverty population " exists in the consumption,which is based on the perceived value of symbolic value,rational pursuit of efficiency,and enjoyment of interweaving,which serves as the chain reaction of consumption-the logic of consumption consciousness.Based on the theory of postmodern consumerism,this paper uses qualitative research methods to study the characteristics of consumer behavior of "invisible poverty" and further combs its process and logic of consumer awareness activities.By analyzing the institutional foundation,shaping mechanism and practical difficulties of its consumption behavior,it puts forward strategies and suggestions to improve "invisible poverty" consumption behavior.Guiding young people to consume healthily and reasonably.