College students have no completely independent financial resources. Most of them rely on financial assistance from their families or relatives, and only a few students rely on their own labor income, scholarships or loans. At present, the consumption of college students is basically dependent consumption. Moreover, this is the particularity of college students as consumer groups.

(B) the lack of planned consumption

Many college students either spend money without a plan, or sometimes they don't have a plan, so they can't stick to it well, or they spend a lot of time with a plan, and less than one third of them have a plan. Aiming at the unplanned consumption of college students, some scholars put forward the concept of impulse consumption. Impulse consumption is not a necessary consumption, but mostly a consumption behavior stimulated by the external environment. At present, some students buy at will if they spend money. They feel that there is no plan and they don't care if it can really be used. Some college students are also easily influenced by advertisements and promotions. When they encounter discounts in shopping malls, they buy things when they feel cheap, or believe in advertisements and buy good things they have made, resulting in unnecessary consumption behavior. There are also some college students who have emotional consumption, that is, their consumption behavior is influenced by emotions. For example, when they encounter something unsatisfactory and feel depressed, they go shopping crazily to adjust their mood. Of course, there will be a lot of shopping when you are in a good mood. As a result, it caused a lot of unnecessary waste.

(C) unreasonable consumption structure

The diversification of college students' consumption structure involves not only normal meals, but also personal development consumption, interpersonal communication and entertainment consumption, communication online consumption and other living expenses. Due to the immaturity of college students' consumption psychology, the impulse is greater than rationality in the process of consumption, which leads to the unreasonable consumption structure of college students. The consumption of college students is mainly to buy daily necessities and study materials, and the cost of eating and drinking in living expenses is the most important. But at present, the consumption of college students is the most important among them except communication and surfing the Internet, and even personal development consumption ranks behind the consumption of clothing, shoes, hats and cosmetics. College students often crustily skin of head, cut expenses and spend the saved expenses on clothes or cosmetics, interpersonal communication, love, leisure and entertainment. And with the popularity of mobile phones, many college students' mobile phone fees have become an important part of their daily consumption. Some students rely on mobile phones to communicate and surf the Internet. In addition to contacting family members, students are mainly used to contact classmates and friends, as well as their clubs or jobs. Mobile phones have become an indispensable tool for college students' daily communication, and the high monthly communication and internet access fees can only be squeezed out from other expenses or obtained from parents. Due to the unreasonable consumption structure, nearly one-third of students have no surplus in monthly living expenses, nearly one-half of students borrow money occasionally to live, and a few students often borrow money to live.

(D) weak financial awareness

The unplanned consumption mentioned above is actually a manifestation of college students' weak financial awareness. Some college students have no sense of financial management, and they will spend impulsively. They will be influenced by their own moods, classmates, friends, parents and relatives to buy goods that are of little use to them, causing unnecessary waste. There is little living expenses left every month, or even all of them are spent, or even borrowing money to get by. Another important manifestation of the lack of financial awareness is that you can't manage money. A large number of students have a monthly living allowance surplus, but some students still choose to spend it all at once. In addition, more than half of the students have never kept the habit of keeping accounts, and less than one tenth of them have.

(E) There is a phenomenon of high consumption among the only children.

The proportion of only children in high consumption level is much higher than that of non-only children. Due to China's family planning policy, the number of only children in China is increasing. Many families have only one child. Parents often give their children much more living expenses than non-only children because they love their children too much or spoil them too much. Many parents of the only child are child-centered, so they let their children buy whatever they want, regardless of the price or the family's economic ability, which makes them develop bad consumption habits.