With the development of social economy and the improvement of people's living standards, people's consumption concept, consumption structure and consumption level have changed greatly. As a special consumer group in society, college students are increasingly diversified, advanced and modernized under the influence of social background. Objectively speaking, the mainstream of college students' consumption is reasonable, scientific and rational, but it is undeniable that there are some unhealthy consumption psychology and consumption views, and there is a great upward trend. Therefore, while the whole society vigorously advocates the establishment of a conservation-oriented society, colleges and universities, as educational positions, should pay full attention to college students' consumption psychology and consumption concept and strengthen the cultivation of their correct consumption concept.

Under the influence of the deepening of China's reform and opening up and the socialist market economy, college students in the stage of seeking knowledge have been seriously impacted by the traditional consumption concept and formed a new consumption concept. The survey shows that some college students lack rational consumption concept. Mainly manifested in:

The pace of consumption has accelerated. This means that college students pay less attention to economic factors when choosing consumer goods, and the speed of buying and updating consumer goods is accelerated. Judging from the actual situation of college students, the expenses spent on study and dining are low, while the expenses spent on communication and entertainment are too high, which has obviously deviated from the normal trajectory of students' consumption. For example, some college students who are in love spend about 200 yuan a month 100, with 50 yuan at least and 500 yuan at the highest. They believe that in order to pursue emotions, material input is needed, and it is often impossible to grasp the principle of moderate consumption.

Pursuing fashion and new trends has become the popular trend of college students' consumption and the embodiment of personalized consumption. Some college students think that "society is developing, consumption is the driving force, and pursuing the avant-garde and leading the social consumption trend is also the contribution of college students to social progress." "Fashion consumption is mainly concentrated in entertainment and communication such as mobile phones, Internet access and love. Take the mobile phone as an example. At present, some college students who have mobile phones have communication needs, and family economic conditions permit. The other part has communication needs, but "leads" consumption when family economic conditions are unbearable; There is also a part of "luxury goods" consumption, which has neither communication needs nor family economic conditions. Source: www.daixielunwen010.com.