The Research On The University Students’ Consumer Attitudes And Guidance In The New Era

Consumption is an important social practice for people in modern society.Young university students are the living force of the transformation of the consumer society.In the new era,the consumer outlook of university students is the unification of their emotional and rational thinking,the concrete presentation of their values,and the reflection of the change and transformation of consumer culture.Under the continuous stimulation of Western consumerism,the consumer outlook of college students has shown a diversified development trend,and the consumption concept is mixed,which has caused a series of problems and impeded the maintenance of China’s mainstream ideological security.With the realization of people’s needs for a better life as the anchor point,it is urgent to integrate social consumption culture,build a better ecological environment and actively lead college students to scientific consumption values.This paper focuses on the current situation,problems,causes of the problems and guidance strategies of college students’ consumerism in the new era.Firstly,this paper summarizes the research on consumption and consumption outlook at home and abroad,and defines the consumption outlook of university students clearly,focusing on the types of consumption outlook.At the same time,the tensions of consumption theories are explored on this basis.By fully exploring Marx’s view of consumption,traditional Chinese consumption ethics,and the Chinese Communist view of consumption,as well as Western economics and sociological ideas on consumption,we provide an important theoretical basis for exploring the causes of the problems of university students’ consumption views and guiding and educating them.Thirdly,the questionnaire was used to collect data,and the validity and reliability of the questionnaire were verified to ensure that the data of the questionnaire was representative.A specific summary of college students’ views on consumption was made,and the performance of the problems was summarised and analysed,and it was found that college students have problems such as unbalanced consumption structure,excessive over-consumption and promotion of symbolic consumption.The causes of their problems are classified and can be divided into subjective and objective factors.The main factors are the lagging consumption behaviour of individual university students,the immaturity of consumption psychology and the ambiguity of consumption cognition.The objective factors are not only the invasion of western culture,but also capital and social media,from which we can see the importance of the construction of a course on the cultivation of consumerism.Thirdly,the objectives,principles and main contents of consumerism guidance for university students in the new era should be clarified.The main goal of guiding university students’ consumption is to cultivate a rational and moderate,scientific and civilized,green and low-carbon consumption concept among university students.Therefore,when guiding college students’ consumption,it is necessary to follow four principles,such as taking the Marxist view of consumption as the leader,unifying dominance and diversity,combining the traditional frugal view of consumption with the development of the times,and insisting on combining the guidance of consumption with the education of related values.To improve the content of the guidance of college students’ consumption concept,it is inseparable from the teaching of basic consumption general knowledge,the formulation of green consumption behaviour guidelines,the study of consumption psychology theories and the understanding of the legal mechanism of consumer rights protection,and more importantly,the cultivation of college students’ financial management ability.There are profound values embedded in the value logic of consumerism cultivation.Guiding college students in their view of consumption has become a new issue in the cultivation of college students’ values.Fourthly,we propose feasible suggestions for guiding college students’ consumption view based on the perspective of multi-party coordination.Firstly,the guidance of consumerism requires college students to actively exert their subjective initiative to establish a correct consumerism.Secondly,the construction of the ideological field of consumer culture provides social and cultural resources for the formation of scientific consumerism,which helps to resist the western consumerist thinking.Next,based on the environmental perspective,the function of consumerism guidance is enhanced at the level of different subjects,such as families,universities and social media,etc.Families influence students’ consumerism implicitly through family traditions,universities use invisible educational means to guide students’ consumerism,and social media stimulate students’ emotional identification with scientific consumerism by changing the content of communication,which together create a healthy consumerism atmosphere.Lastly,with the vision of the educational pattern of the big Civic Science course,the effect of consumption education in the Civic Science course is the main line to link up the curriculum Civic Science reform,to create a scale of consumption values in a targeted way,and to integrate the education of consumption concept into the construction of university curriculum.