An Ethical Examination of the Confucian Concept of “Love of People and Things” in Modern Consumer Culture

现代消费文化盛行，其消费主义、物质主义及过度消费等问题，与儒家“仁民爱物”理念形成鲜明对比。本文旨在通过剖析“仁民爱物”理念的内涵、现代消费文化特点与问题，探讨其对现代消费文化的批判与启示，为消费行为的伦理指导提供新视角。研究揭示了现代消费文化与儒家理念的冲突，强调了节制消费、仁爱美德与可持续发展的重要性，为推动消费文化健康发展和社会可持续进步提供理论支持。The prevalence of modern consumer culture, with its problems of consumerism, materialism and over-consumption, contrasts sharply with the Confucian concept of “benevolence of the people and love of things”. This paper aims to analyse the connotation of the concept of “benevolence of the people and love of material things”, the characteristics and problems of modern consumer culture, and to explore its critique and revelation of modern consumer culture, so as to provide new perspectives for the ethical guidance of consumption behaviours. The study reveals the conflict between modern consumer culture and Confucianism, and emphasises the importance of consumption moderation, the virtue of benevolence and sustainable development, providing theoretical support for the healthy development of consumer culture and the sustainable progress of society.