The Research Of The Happiness Concept Of Consumerism

Consumerism is derived from the west, which is a consumer trend to promote consumption and enjoyment.Its emergence,development and spread is the result of many factors such as economic,political,ideological and other joint action.It saw consumption as the only way to achieve the value of life,respectde high consumption lifestyles. it has characteristics as excess, symbolic and induced. The essence of which is wasteful and ruthless trample on material resources.Happiness refers to the generalization and summarization of the basic views and opinions of happiness, their own survival condition, life status and lidealof people, which has the characteristics of independence and diversity. Right concept of happiness can improve people’s moral accomplishment and happiness in life, to guide people to gain valuable happiness.In the opinion of people who hold the happiness concept of consumerism, happiness is the infinite meet of material desires which increases the material needs of the people to the supreme status and completely ignores the people’s spiritual pursuit. The happiness concept of consumerism pursues the decent life and hungers for material enjoyment and pleasure without restraint. Its features are the personal enjoyment, material possessions and self characterization and so on. It completely ignores the interests of other people and society and the bear ability of nature. So, the happiness concept of consumerism is the concrete embodiment of Materialism, hedonism and individualism. It focuses on the present, which believes that happiness is the current joy; it focuses on material, which equates the happiness to material abundance; it focuses on the individual, which thinks that happiness is their own enjoyment. With the development of multinational companies, this concept of happiness comes into our country gradually and rapidly spreads and develops,Was accepted and practiced by some consumers in our country, under the influences of a number of factors of the mass media and the policy of “Stimulating Consumption” in China.Bring a very heavy influence for the social life of our countryThe happiness concept of consumerism regards the amount of the material consumption as a measure of happiness which ignores the meanings of spiritual consumption for life happiness, Lead to a serious imbalance inmaterial consumption and spirit consumption.infinitely magnifies human’s perceptual desire and material needs, makes people give up the rules guide of moral,Be follow nature consumption of animals,so that people’s consumption purposes from just to meet their “need” to the pursuit of erer-expanding “desere”.specification and confuses the border of people’s reasonable needs and the endless desire. It triggers a series of ethical crisis. On one hand, the blind consumption and excessive consumption caused by the happiness concept of consumerism cause the large amount of waste of ecological resources and the irreparable damage to the natural environment. On the other hand, the happiness concept of consumerism creates the individualism and hedonism, distorts people’s outlook on life and values, contributes to the conflict and collision of the pluralistic social values, threats to the social harmony and stability and causes the tension and alienation of interpersonal relationships. At the same time, it also makes people indulge in the pleasure of shopping consumption which leads to the decadent of spirit, the loss of the ideal, and the abandoning of self worth and dignity in front of the material. In order to avoid the bad influence of consumerism in real life, we need to correctly handle the relationship between consumption and happiness. Consumption is the way to achieve happiness,the correct concept of happiness can lead people torational consumption.In the process of consumption, we should adhere to the principles of sustainability, fairness, responsibility and moderate and adhere to the reasonable consumption. At the same time, we should set up the concept of happiness of Marxism, carry forward the traditional thrift virtue in our country, firm ideal faith and lofty pursuit of life, and consciously resist the bad thoughts so as to realize the true happiness of life..