Individual Consumer Ethics Research

Along with the reform and opening up, China from a planned economy to market economy changes, the traditional agricultural society to a modern industrial society, members of the community in consumption attitudes and consumption patterns also change, which appears a number of phenomena lacking of ethical consumption, such as wasting consumption, conspicuous consumption, advanced consumption, symbolic consumption. The phenomena of misconduct are not only a waste of consumption of social resources, but also leading to the emptiness of the individual soul, affecting the whole morality of society. So, faced with the phenomena of misconduct consumption, we need to build a reasonable consumption ethics to guide people to form a concept of civilization, conservation, green, low carbon consumption which promotes the harmonious development of human and nature, human and society and themselves.This article is divided into three parts:The first part is an overview of the individual consumption ethics. Activities for consumption interests involved, from a philosophical point of view of how the individual consumption ethics is necessary and possible; then the concept of clearance and its characteristics; again different consumption to inspect ethics review; finally, it describes the contemporary value of individual consumption in China.The second part, the lack of ethics on the phenomenon of individual consumption are classified, summarized, and analyzed. It exists four misconducts in the individual consumption ethical performance:wasteful consumption of resources, the imbalance of consumption choice, consumption value of the symbolic, the lack of consumption ethics, and the misconduct performance is because of system, values, culture, psychology, education.The third part, proposed to build individual ethical principles and methods of consumption. Individual consumption ethics should follow the principle of proportionality, fairness, responsibility principle. It promotes the consumption of the individual with the right ethics and behavior through the establishment of reasonable consumption of reward and punishment mechanism to carry out a reasonable consumption, finance and science education, public opinion in playing appraise the role of the consumption, and use of non-governmental organizations in advocacy and monitoring functions.