“乐活”创意网络文化现象研究

Network Culture Consumption Based on “LOHAS”

"乐活"是由西方传来的新兴生活型态,它强调"健康、可持续"的生活方式,受到内地以80后、90后为主的消费群体的追捧。基于"乐活"理念的创意网络文化现象有其背后的产业背景,也有其显著的消费受众群体特征。

＂Lohas＂ is an emerging concept from the West which emphasizes the ＂healthy and sustainable way of life＂; it has gained huge popularity among the 80s and 90s in China's Mainland. This article argues that the present phenomenon has its own background and features.