西部生态环境恶化的历史和现实背景,决定了生态环境重建的必要性。生态消费具有适度性、高成本性、可持续性、全面性和精神消费第一性等特征。在西部地区发展生态消费,让市场引导生态产业发展,有利于解决西部生态保护和环境治理问题。在分析西部发展生态消费制约因素的基础上,提出了促进我国西部地区生态消费的相应措施。 The historical and realistic background of the deterioration of the ecological environment in the west has decided the necessity of rebuilding the ecological environment. Ecological consumption has the characteristics of moderateness, high cost, sustainability, comprehensiveness and first-rate consumption. Developing ecological consumption in the western region will allow the market to guide the development of ecological industry and help solve the problems of ecological protection and environmental governance in the western region. On the basis of analyzing the restrictive factors of the development of ecological consumption in western China, the corresponding measures to promote the ecological consumption in western China are put forward.