Abstract: Alienated consumption has always been an important research topic in the course of exploring the social problems and ecological crisis of late capitalism in western Marxist circles. In this regard, Gorz’s ecological criticism is the most acute and comprehensive. Different from the situation in Marx’s era, professional labor is further alienated, showing a series of new features, new forms and new trends. This has continuously spawned and intensified alienated consumption, and then the two interact to jointly promote the “two-sided society”of capitalism. From the perspective of generative logic, alienated labor makes consumption mainly serve the unlimited demands of capital increment by creating false needs as an intermediary, thus leading to the dual scarcity of necessities of life and natural resources. Alienated consumption is an important representation and gathering point of all kinds of alienated phenomena such as labor, need and ecology, which is pushing the society into a state of “abundant poverty”. Only an advanced socialist system can overcome economic rationality and alienated consumption by shortening working hours, redistributing necessary labor and carrying out cultural changes, so as to realize modernization of ecological reconstruction. This critical theory is of great significance to promoting the green transformation of production mode and consumption mode in China in terms of value orientation, cultural concept and moderation principle.