Conservation-oriented Society On The Threshold Of Consumption Ethic

According to the new features and the new situations at home and abroad to build a conservation-oriented society in our country is not only a major strategic decision and plan combining with the basic national conditions, but also a necessary requirement to implement the scientific concept of developments in China. Fundamentally speaking, building a conservation-oriented society is to focus on building new growth models and new consumption patterns. Focusing on the ethical point of consumption, This article firstly analyses the values of consumerism summarized as follows: commodity fetishism orientation, sensory pleasure-seeking orientation, symbolic virtual orientation and personality identical orientation; and the social representation of the current consumer society such as wasteful, imbalance, confusing, and passive; then proposes the social dilemmas inherent in consumerism which are the deterioration of the relationship between man and the nature, the social development imbalance, as well as the alienation of human essence. Secondly it points out the value of consumer demands such as appropriation, sustainability, harmony and scientific; and the practical demands of consumer idea in the conservation-oriented society as follows: moderate consumption, coordination consumption, demanding consumption and self-consumption; then it proposes that out of the plight of consumerism to build a conservation-oriented society is a major idea and initiative to achieve harmonious and healthy development of China. Thirdly, it focuses on analyzing the constructive paths to build the conservation-oriented society from the perspective of ethical consumption: the first point is the publicity, education and cultural construction of the concept of green consumption ; The second one is to improve the conservation-oriented consumer behavior choices of groups including high-income, middle income and low-income groups; The third point is to establish the conservation-oriented consumption control system which include four parts: administrative system, technical support system, market regulation system, as well as reward and punishment system of supervision. Finally the article explores the development model of conservation-minded society, specifically raises the need to build conservation-oriented models including pattern of growth, industrial structure, urbanization pattern, and circular economic model.