Gan, Shaoping2019-09-252019-09-252009-10-1220081940-1485http://hdl.handle.net/20.500.12424/173698For many ordinary Chinese, assuming obligation and responsibility means almost the same as having ethics and morality. Therefore, when talking about consumer ethics, people first think about consumers’ obligation to strive for the virtue of frugality. However, in today’s world, especially after the opening up and reform of China’s economy, consumers have more courage to safeguard their rights as a result of rising consumer awareness. Consumers’ newfound courage showcases the change of people’s values. During a discussion of consumer ethics, we naturally take the protection of consumer interests as the starting point. The shift in research from the examination of frugality to consumer interests reflects the transformation of the Chinese moral mentality from obligation-orientation to right-orientation. Keywords: consumer rights, human rights, consumer ethicsengWith permission of the license/copyright holderconsumerismhuman rightsEconomic ethicsConsumer ethicsArticle