An Analysis of Consumer Behavior of College Students Born in the 1990s in China

Houcun LIU


As main consumers and trend setters in the future of China, college students born in the 1990s have gradually stepped onto the historical stage. The consumer behavior of these college students reflects the Chinese young generation’s consumer concepts and value orientation to some extent. Through the analysis of this paper, we conclude that the consumer behavior of these college students has some features: their consumer behavior is deeply influenced by the older generation in their families and parents and children’s consumer concepts influence each other; the difference between urban and rural areas leads to the obvious difference in these college students’ consumption; these college students have obvious dependence on their income sources for consumption and many students are not rational consumers. We try to analyze these features from aspects of society, family education and college education. In the end of this paper, we give some suggestions to guide these college students for their consumption.


BORN in the 1990s; College students; Consumption

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