对消费合理性的探究

Abstract Consumption is one of the important conditions for human survival and development. Alienation of consumption is seemsserious. The behavior and psychology of consumption alienation consumption is that losing subject status during the consumption experience.To set up the green consumption idea adhere to the principle of moderate consumption keep the rational consumption is the basiccountermeasures of consumption alienation. Green consumption is a kind of new consumption patterns to avoid or reduce damage to theenvironment and protect the ecological environment better. Moderate consumption refers to consumption behavior conform to Chinesesituation individual income and social fashion. Rational consumption means that consumers in the consumption capacity of permitconditions in accordance with the principle of utility maximization of consumer pursuit.院消费异化 绿色消费 适度消费 理性消费Key words alienation of consumption green consumption moderate consumption rational consumption中图分类号院F126.1 文献标识码