The Construction Of Altruistic Consumer Culture

The empirical research in W village presented by this thesis demonstrates that a consumer culture oriented to altruism is constructed by residents in W village characterized by low family income.The thesis can be primarily divided into three parts:First of all, it should be to generalize economic situation and housing consumption characters in order to clarify the economic and social background concerning housing consumption of residents in W village. It can be found that residents in W village generally have a low economic income. And therefore, they are disciplined by consumption tobacco on the basis of economic income and often consume economic accumulation of many years and default a certain amount of debt in housing consumption; Meanwhile, they take housing consumption as the process of accumulation and appreciation, which should be finished in paying debt.Secondly, It should be to explore the housing consumption motivation and reference factors of residents in W village aiming to present concretely the housing consumption practice. It can be found that an altruistic housing consumption culture, which take child’s marriage and differentiated consumption needs of family generational into account, is constructed by residents in W village, who are motivated by child’s marriage, in all various kinds of housing consumption practice on the basis of considering the housing’s use value and family’s economic income.Thirdly, it should be to understand indirectly the logic of constructing altruistic housing consumption culture in order to analyze the altruistic practice in housing consumption of residents in W village. It can be found that an altruistic housing consumption culture is constructed by residents in W village via practice in pension plan,which are motivated by seeking life goal and avoiding generational conflict.