Sports consumption was once widely regarded as a simple economic expenditure phenomenon, but after continuous exploration and in-depth study, we found that sports consumption is not a simple economic expenditure problem Economic, psychological, and social factors all play a role. Therefore, through the investigation and analysis of the current college students'sports consumption consciousness, it is necessary to cultivate the college students'sports consumption market. Based on the investigation and analysis of the current situation of sports consumption of college students in Pingdingshan and the factors affecting the sports consumption of college students, this paper provides some theoretical basis for the development of the sports industry market in colleges and universities At the same time, it also provides a scientific theoretical basis for guiding the reasonable sports consumption of college students.