Abstract: Consumption alienation, a phenomenon created by the material abundance under the commodity economy, embodies the inherent flaws of consumerism. College students with active and malleable minds dictate the construction of the future society, and the alienation of their attitudes and behaviors implies significant ramifications. Therefore, it is urgent to analyze the reasons for the phenomenon of alienated consumption by college students and put forward suggestions for their consumption ethics education. The study finds that college students' weak awareness of consumer ethics and the lack of educational guidance contribute to alienated consumption, such as vanitydriven consumption, overconsuming, and symbolic consumption. In the future, we can promote the cultivation of college students' correct consumer ethics from the aspects of optimizing the curriculum and reshaping the public opinion environment.

Key words: alienated consumption, consumerism, consumer ethics, education for college students