Abstract
As an important part of the consumer group in society, the consumer behavior of university students is highly representative and forward-looking. Therefore, it is of great theoretical and practical significance to pay attention to and study the consumption behavior of university students, to find out the unreasonable factors and their causal factors, and to guide the healthy consumption of university studentsthrough the three-dimensional education of society, family and school, so as to promote students’ overall development and social progress. This articlestarts with the basic theories of consumer behavior, conducts surveys in four universities in Dalian, classifies and describes students’ consumer behaviorbased on Maslow's theory of needs and sustainable consumption theory, and outlines the current situation of students' consumer behavior, identifies the main problems of students' consumer behavior, analyses the reasons consumer behavior of students from four aspects: society, family, school and the students themselves. Finally, based on the empirical data, the main countermeasures to solve the consumption problemsare proposed.
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