Abstract：Cultivating the virtue of thrift is of great importance to improving college students' personality quality and promoting the progress of eco-campus construction and “two-orient society”building. After analyzing challenges, such as negative factors of market economy, western consumerism thought, trend of online consumption and the immature consumption psychology of college students, this paper suggested that colleges actively explore feasible methods of cultivating college students' virtue of thrift, for instance, continuing positive infusion, strengthening the guideline of public opinion, optimizing environmental influence and implementing thrifty practice, and so forth.

Keyword：college students;virtue of thrift;cultivating the virtue of thrift;ideological and political education;