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This book is guided by the consumption theory of marxism, especially under the instruction of Xi Jinping’s  thought of ecological civilization. It has  in-depth analysis of the current main problems affecting the formation of reasonable consumption social fashion, revolving how to form a reasonable consumer society, and discusses the reasonable consumption on the basis of the system formed in the social fashion group role play path selection and the forming mechanism of constructing social fashion, provides reference for decision-making about reasonable consumption for promoting the formation of rational consumption social fashion and ecological civilization construction.