Keywords
Consumption tendency
Adolescents
Consumer goods
Submitted : 2025-12-16
Accepted : 2025-12-31
Published : 2026-01-15
Abstract
Adolescence is a critical period of self-identity formation. This study aims to examine the current situation of adolescents' national identity and its influence on the tendency of consumption behavior. Participants and Methods: A total of 711 middle schools, high schools and college students participate in the survey. Participants answer questionnaires asking for their national identity and consumption tendency. Statistical methods are used for data analysis. Results: The results indicate that adolescents have positive national identity, among which the degree of college students and junior students is significantly higher than that of the senior. In the consumption of mobile phones, trainers and bottled water, they are more likely to choose domestic brands, while for computers, they prefer overseas. National identity has a significant positive correlation and a stable predictive effect on adolescents’ domestic consumption tendency. Conclusion: This study suggests that adolescents’ national identity can increase their domestic consumption tendency. At the same time, the market share and brand popularity of China’s high-tech products need to be further enhanced, which will contribute to the further improvement of adolescents’ national identity.
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