Abstract

Consumption is one of the important components in the social reproduction circle, which also includes production, distribution, and exchange. Consumer activities should be examined in the social context as well as in the context of the production process. Especially important are impacts of social ethics and individual morality on consumer activities. This paper describes a dialectical relation between ethical and economic evaluations of consumption, presents evidence on Chinese attitudes to borrowing, and proposes a reasonable proportionality between consumption and frugality as a general guideline for consumer activities in contemporary China.