人类生态足迹已超过地球生态承载力的50%,亟须以生态消费模式取代传统的资源耗竭型消费模式。生态消费在我国的倡导和实现,单纯依靠居民自发自觉尚不现实,需要政府、媒体和非政府组织等外部力量的推动,而政府在这一过程中应发挥主导作用。政府可通过基于消费价值的生态沟通等软性手段推动生态消费行为,同时引导企业、非政府组织等主体共同促进生态消费模式的普及。 The human ecological footprint has exceeded 50% of the Earth’s ecological carrying capacity, and it is imperative to replace the traditional consumption-oriented consumption pattern with the ecological consumption pattern. The advocacy and realization of ecological consumption in our country and the reliance on residents’ spontaneous consciousness are not realistic. They require the promotion of external forces such as government, media and non-governmental organizations. The government should play a leading role in this process. The government can promote ecological consumption through such soft means as eco-communication based on consumption value, and at the same time guide the enterprises, non-governmental organizations and other main bodies to jointly promote the popularization of eco-consumption patterns.