Author(s)

Xiaolu Zhang ¹

Affiliation(s)

¹ School of Media and Design, Xi'an Peihua University, Xi'an, Shaanxi, 710125, China

Corresponding Author

Xiaolu Zhang

ABSTRACT

In response to the robust growth of the 'millet economy,' this study conducts quantitative and qualitative research on the core group of 'millet consumers.' Using methods such as questionnaires, interviews, and big data analysis, it explores the characteristics and motivations behind the 'millet consumption' of Generation Z college students. By considering the influence of opinion leaders, the emotional value of self-identity and identity construction, the study analyzes the driving forces behind the 'millet consumption' of college students in an interactive media environment. This research offers a new perspective on understanding the subcultural elements of the '2D peripheral culture' among young people, reminding Generation Z college students to approach the 'millet economy' with rationality, providing a reference for the healthy development of the market economy.

KEYWORDS

The Generation Z College Students; "Guizi Economy"; "Identity"; "Pseudo-Environment"

CITE THIS PAPER

Xiaolu Zhang, A Multi-Dimensional Perspective on the Consumption Behavior of Generation Z College Students "Gu Zi": An Empirical Study Based on Emotion, Identity and Media Influence. Population, Resources & Environmental Economics (2025) Vol. 6: 122-128. DOI: http://dx.doi.org/10.23977/pree.2025.060116.

REFERENCES

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[2] Wu Hua, Yu Haiying, and Yan Dong. The Impact of the Opinion Leader's Emotional Framework on Audience Cognitive Bias in Crisis Events [J]. Intelligence Journal, 2022,41(7):124-130,90.
[3] Tao Jiajun. Introduction to Identity [J]. Foreign Literature, 2004 (2):37-44.
[4] Zhang Shuhua, Li Haiying, and Liu Fang. A Review of Identity Research [J]. Psychological Research, 2012(1):21-27.
[5] Deng Yingpu, Liu Aishu, and Shen Ruiqin. The Chinese version of the General Sense of Belonging Scale: Validity and Reliability in College Students [J]. Chinese Journal of Mental Health, 2020,34(9):790-794.

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