The Study On The Conspicuous Consumption Behavior Of Relocated Farmers From The Perspective Of Social Identity

With the pace of urbanization accelerated, house demolition on the collective lead by the regional expansion of city creates tens of millions of new rich citizens. These newly wealthy label themselves as “rich rednecks”, “bounders” for their conspicuous consumption to highlight the wealth and status. These conspicuous consumption reduces investment for sustainable development, leading relocated farmers lose their guarentee, for thier eccessive consumption of their conpensation, broadening the unfariness in society, hiding dangers of social stability.This paper from the perspective of social identity, intensive study the conspicous consumption behavior of relocated farmers from the intrinsic values of the individual and the external reference group. First of all, this paper reviews and comments the relevant research literature on the theory of conspicuous consumption, social identity theory, and conspicuous consumption behavior of the recolated farmers, and interview the relocated farmers, village cadres, the headquarters staff in depth at Hangzhou City, Jinhua City and Taizhou City. Using the grounded theory to explore the the deep factors in the conspicuous consumption process and how these factor work. Then this paper constructs a model of the mechanism model of the effect of the conspicuous consumption behavior through opening encoding, axial encoding, selective encoding and theoretical saturation test.Then the paper studies the relationship of the variables based on the social identity theory and consumer behavior theory, then puts forward the research hypothesis. This paper designs the measurement indicators, and distributes the questionnaires to test the theoretical model and does preresearch. Modifying the formal questionnaire according to the pre-research results. Distribute the questionnaires in two ways and collecte 290 valid questionnaires. Using SPSS17 to carry on the analysis of reliability, validity, regression analysis and the interaction effect of the collected data.Empirical result shows that:(1) The values of thrift restrains the conspicuous consumption of relocated farmers, while materialistic values and self realization value promoting the conspicous consumption of relocated famers. It suggests that for reducing the conspicuous consumption behavior of the located farmers, encouraging the values of thrift can be adopted.(2) The information influence, utilitarian influence, value expression influence and face consciousness of the reference group have a positive effect on conspicuous consumption of relocated farmers. This reveals that the government should establish a of rational consumption, moderate financial management for relocated farmers to forbid their conspicuous consumption.(3) Social identity has a negative effect on the relationship between the reference group and the conspicuous consumption behavior of the relocated farmers This reveals that government improve the social identity of the farmers to reduce the conspicuous consumption behavior of the relocated farmers.(4) The situation of the removal has a postive effect on the relationship between the reference group and the conspicuous consumption behavior. It suggests that government can’t raise the minimum compensation standards blindly. So the goverment should pay more attention on the life of the farmers after the relocation through optimizing the land requisition compensation and resettlement policy reasonablely. From the results of the study, we can see that with the improvement of the compensation and resettlement work, the economic standard of compensation is getting more and more scientific and reasonable, and the lack of guidance on how relocated farmers accommodate themselves to city life with huge wealth, which directly leading that the relocated farmers can’t achieve the correct transformation of social identity and then complete the self construction and social construction through the conspicuous consumption. The government should start with the non-material compensation and resettlement policy, paying more attention on the relocated farmers of how planning their future life, how improving their social identity, establishing the correct understanding of the objective reality of the demolition, understanding the essence of labor, through giving publicity to thrift value, establishing the conception of sustainable consumption, guiding relocated farmers to rational consumption, accelerating the implementation of the household registration system reform, establishing a unified household registration system, as the base of a positive social identity system, regarding improving the city facilities as the foundation, community environmental remediation as the path, construction of community culture as a link, broadening the cultural activities as the key point, enhance the collective identity of the farmers steadily; Developping collective economic organizations and community organizations, establishing a mobile social networking electricity business pioneering park, enhancing the career identity of the farmers, so that they can successfully integrate into urban life., so that they can successfully integrate into the city life. This paper further enriches the theory of land acquisition and demolition, and offers policy recommendations for policy makers for optimizing the setting methods of land acquisition and improving the social identity of the farmers to reduce their consumption behavior.