PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v8i3.11196ArticleAnalysis and Governance of the Phenomenon of Consumption Alienation in the Context of E-commerce Festival Creationhttps://artdesignp.com/journal/PBES/8/3/10.26689/pbes.v8i3.11196TaoYing,XiongGuanghua2025832025-07-15In modern society, influenced by mass culture and internal alienation, people experience alienation in the consumption field. The impulsive and excessive consumption of consumers not only reflects the changes in consumption culture but is also the result of the combined action of market, technological, and psychological factors. The shopping spree in the context of e-commerce festival creation is due to the hard control of science and technology and the soft penetration of mass culture, which fully invade individuals’ work and life, evoke false and excessive demands, and thus generate consumption. The practical path to get rid of consumption alienation and return to rational consumption can start from three aspects: aesthetic awakening, concept guidance, and environmental regulation.

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