Abstract Considering the practical calling of the demand side improvement in the New Normal economy characterized with moving toward high-quality development, and the theoretical trend that transformative consumer research emerged as a movement, the current study conducts consumer research from a perspective of consumer well-being. Based on the exploration of the meaning of “rationality”, this study classifies consumption rationality into two dimensions (motivation vs. decision); and proposes a conceptual framework of the relationship between consumer well-being and consumption rationality and its antecedents, based on the Sensemaking theory, in order to advance the research on consumer well-being improvement and the corresponding practical attention in China.
