In ancient China,the ideology of "not extravagant but simple life"was the main current of comsumption ethies,which was suitable to the development of productive forces in the society with the farming first and played a safeguarding role of the feudal social stability and the move-on of the natural economic system.

The ancient Chinese consumption ideology was basic on objecting extravagance and praising austerity,such consumption concept has played a tremendous role for social development.