There are four reasons why young people's consumption concept gradually changes to rationality: 1. Increased economic pressure: With the intensification of social competition and the rising cost of living, such as housing prices and education expenses, young people are facing greater economic pressure. They began to treat consumption more rationally, paying attention to value for money and long-term financial planning. They will choose to buy more carefully and avoid unnecessary waste.

2. Rich access to information: The popularity of the Internet makes it easy for young people to get rich product information and consumer reviews. They can learn about the performance, price and user experience of products through social media, shopping websites and consumer reviews. This enables them to make purchase decisions more rationally and avoid being misled by false propaganda.

3. Rising awareness of environmental protection: Young people pay more and more attention to environmental protection and sustainable development. They prefer to choose environmentally friendly products and services to avoid excessive consumption and waste of resources. They will pay more attention to the production technology and material sources of products and choose brands that meet environmental standards.

4. Pursuing personalization and experience: Young people pay more attention to personalization and experiential consumption. They pursue unique products and services and pay attention to their own interests and needs. They are more inclined to choose brands and businesses that can provide personalized experience, rather than blindly pursuing big names and popular products.

Case: Changes in Young People's Tourism Consumption

In the past, young people often pursued luxurious experiences when traveling, and they tended to choose five-star hotels, high-end restaurants and expensive tour groups. They pursue the unique experience and punch-in point in photos and pay little attention to the actual travel experience. But now young people's consumption concept is more and more rational, and they pay more attention to freedom, individuality and experience tourism. They are more inclined to plan their own trips, choose comfortable and practical accommodation and explore local culture.

For example, in order to better integrate into local life and communicate with local people, young people will choose to live in youth hostels or homestays. In addition, young people pay more and more attention to sustainable tourism and environmental protection. They prefer to choose environmentally friendly modes of travel, such as taking public transport, walking or cycling. They are also willing to support local small businesses and communities and promote the sustainable development of the local economy.

Nowadays young people like to travel and go to environmentally friendly destinations. They will choose places with natural scenery and sustainable tourism projects, such as tropical rain forests, marine reserves or eco-tourism destinations. They hope to experience the beauty of nature through travel and contribute to environmental protection.

Summary: Young people's consumption concept pays more attention to value for money, environmental friendliness and personalized experience to meet their own needs and values. This rational consumption concept reflects the young people's concern for practical value and sustainable development, and also shows that they are gradually maturing and rationally facing consumption decisions.