对于传统的中国人来讲,义务与责任几乎是伦理、道德的同义词,因此,谈到消费伦理,在过去人们马上会想到勤俭节约的美德。而今天,随着公民意识的觉醒,消费者勇于维权的表现已经成为改革开放以来中国价值观念变革的一道重要景观。现在再谈及消费伦理,自然会将消费者的权益维护作为整个消费伦理阐释框架的基石与出发点。而这一消费伦理研究视角的明显变换,实际上折射出了正在迅速发生着的中国社会道德思维结构从以义务为本位到以权利为本位的巨大转型。 For the traditional Chinese people, obligations and responsibilities are almost synonymous with ethics and morals. Therefore, when it comes to consumer ethics, in the past people immediately think of the virtues of thrift and thrift. Today, with the awakening of citizenship, consumers have the courage to safeguard their rights and performance has become an important landscape of the transformation of values ​​in China since the reform and opening up. Now talk about consumer ethics, will naturally safeguard the rights and interests of consumers as the cornerstone and starting point of the interpretation frame of the entire consumer ethics. However, the obvious change from the perspective of consumer ethics research actually reflects the huge transformation of the social moral thinking structure that is rapidly taking place from obligation-based to right-based.