Consumer Alienation Of Consumer Awareness In The Context Of Rational Return

In recent years, along with the fast development of economical, the consumption level of Chinese has enhanced remarkably. Consumption is becoming more and more important in people's economic and cultural life. At the same time, the consumer idea and consumer way of the West has flooded in China with the tidal wave of the market economy, and rushing people's primary consumer idea continuously. China has entered the consumptive society.Consumption is the important power of promoting the economic increase and even in favor of people'general and uncontrolled development if it is fit and civilized. But some consumptive phenomenon in current China not only waste resources, threatens the sustaining development of social economy, but also brings corruption, intensifies the social conflicts, finally threatens people'general and uncontrolled development. This type of consumptive phenomenon is the important indication of consumption alienation.The consumption alienation causes the deterioration of resource crisis and ecological environment and in the process of the alienation consumption deviates from its ultimate goal-the realization of the comprehensive free development of human beings. The consumption alienation satisfies the need monstrously. In the alien consumption, people can't feel the real freedom and happiness, and can't get the comprehensive free development in the consumption society with rich substance. The consumption transforms from the conscious consumption of human beings to instinctive consumption. The alien consumption has no significance of ethics value.The article is based on such a background, aiming at the problems brought by consumption alienation in our country now, try to do some research to change the irrational consumption consciousness.