消费是人类生存与发展的重要条件之一。异化的消费在今天却有愈演愈烈的趋势。消费异化表现为消费主体在消费活动中失去主体地位的行为活动及心理体验。树立绿色的消费观念、坚持适度的消费原则、保持理性消费是应对消费异化的基本对策。绿色消费是一种避免或减少对环境的破坏，更好的保护生态环境的新型消费模式。适度消费是指与国情、个人收入水平及社会风尚相适应的消费行为。理性消费就是指消费者在消费能力允许的条件下，按照追求效用最大化原则进行的消费。%Consumption is one of the important conditions for human survival and development. Alienation of consumption is seems serious. 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 basic countermeasures of consumption alienation. Green consumption is a kind of new consumption patterns to avoid or reduce damage to the environment, and protect the ecological environment better. Moderate consumption refers to consumption behavior conform to Chinese situation, individual income and social fashion. Rational consumption means that consumers in the consumption capacity of permit conditions, in accordance with the principle of utility maximization of consumer pursuit.
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