Study On Maternity Consumption Of The Post-80s Urban One-child Couples

The population production behavior is fundamental of the development of human society and civilization, which directly decide and influence population size. Maternity consumption which embodies values and cultural practices is a part of the fertility culture. With the process of economic globalization, the Western consumer culture has gradually impact on our consumers. Maternal consumption activities are more consumerism tendency and reproductive decisions.In this study, the focus is on the family maternity invasion consumerism what impact consumer behavior, a party of couples the research object in an investigation of health care of women and children. Mainly with the method of structured interview, understand the maternal family consumption structure and consumption. The post-80s’s maternal consumption study is used as a reference for the development of medical institutions and maternal and child health care and maternal consumption market. Respectively from the aspects of social, community, family deeply explored the effect of population reproduction which comes from the impact of maternal consumption. Based on the development of maternity consumption, further discussing about the family consumption motivations come from the internal and external. This study analyzed what maternal consumption structure problems existing in one-child family, and subject how to finish the possible path of solution in order to take appropriate response strategies.The study found that the maternal consumption appears to be a simple family buying decision, but it is a comprehensive result of economic, social, cultural, and psychological factors. First of all, the society is under the influence of reproductive system and the fertility culture, fertility policy provides a system for maternal consumption environment, and fertility culture to make them meet the spirit of the utility come from the children. Secondly, although the baby supplies consumption is not directly related to the parents’ social status, but the commercialization of nursery consumer market has had a profound effect. And Mother has a strong sense of family roles. Finally, although the parents provide financial support, but the opinions of the parents not fundamentally affect their reproductive decisions. And Mothers bear the psychological and physical costs but also an important factor of family planning decisions.