"90后"大学生作为当代中国社会消费群体的一个特殊部分,其消费观具有个性化、时尚化和攀比化3个基本特征,并存在消费结构不合理、消费水平两极分化以及消费心理不健全等诸多问题。经济因素、传媒因素、家庭因素、学校因素是导致这些问题的主要原因。重视"90后"大学生的消费观教育,建立和完善规范社会消费环境、强化学校的消费观教育、加强家庭对大学生消费观的引导、鼓励和发挥大学生的自我教育这"四位一体"的消费观教育体系,是考量"90后"大学生消费观教育的现实路径选择。

The post-90s college students are the special consumptive group,the view of whom is not only postmodern,personalized,but also having many problems.The unreasonable consumption construction,polarization and imperfect consumptive mentality are the main reasons of this group.We should pay more attention to the status quo of this group and analyze the reason in the four main aspects: family,society,campus and personality.Only in this way can we guide this special group’s consumption view.Exploring the trajectory of the post-90s college students is the duty of our education in ideology and politics.