随着中国全面进入消费社会，日常消费成为新文化地理学的研究重点，但尚未探索出有机融合消费的主体性、空间性和社会性的研究路径。城乡关系转型造就了规模庞大的返乡群体，在全球化、流动性、地方性等作用下，其日常消费呈现出跨地方的关系性特征，值得研究者关注。本项目以华南、华中和华北三个县城的返乡群体为研究对象，从新文化地理学关系性视角出发，探讨1）返乡群体如何协商日常消费中的“全球”和“地方”，消费空间分异何以形成；2）全球化与流动性如何交织于三类返乡群体的生命历程，将如何影响其日常消费与身份协商；3）返乡群体的日常消费如何影响地方认同建构。本项目在理论层面上解析消费的主体性、空间性与社会性合一的内在路径，明晰日常消费与身份协商、地方认同的关系，探讨背后的社会文化地理机制。在实践层面上，本项目有助于引导回流地理性建设消费空间，促进地方社会高质量、可持续消费，并以消费为媒增进返乡群体对回流地的认同。

As China becomes a consumption society, daily consumption has been an important field of New Cultural Geography. However, previous studies have not explored a research path which integrates subjectivity, spatiality and sociality of consumption. Meanwhile, China has been experiencing a transforming urban-rural relationships, which induce ever-growing reflowing groups. The daily consumption of the reflowing groups present characteristics of translaocal relationships intertwining in globalization, mobility and localization, which is worthy of researchers’ attention. Taking three county towns respectively located in South China, Central China and North China as matching cases, this project chooses the reflowing groups as the research subjects. Based on the perspective of New Cultural Geography, this project will discuss: 1) How reflowing groups negotiate “global” and “local” in their daily consumption and how and why the spatial differentiation of daily consumptions forms; 2) How globalization and mobility interweave the life course of three different types of reflowing groups and how it will influence their daily consumptions and identity negotiations; 3) How daily consumptions of reflowing groups place impact on the construction of local identity of their “new” hometown. The project theoretically analyzes the internal path of integrating subjectivity, spaciality and sociality of daily consumption, clarifies the relationships between daily consumptions, identity negotiations and local identity, and explores the hidden social, cultural and geographical mechanisms. From the practical angles, it hopes to guide the rational construction of reflowing county towns’ consumption space, promote the high-quality and sustainable consumption of local society, and enhance local identity of reflowing groups to their “new” hometown through consumptions.