Scarcity of water is the key factor restricting the growth of social economy. The virtual water theory provides a new way to solve the problem of water scarcity. For this research, the researchers have calculated the virtual water consumption of each household, grouped by income, of Gansu province for 1992–2005. Then the researchers advanced the indicator of virtual water with per-unit-of-consumption expenditure to analyze the efficiency of virtual water consumption. Additionally, the researchers recurred to the diversity theory advanced by Ulanowicz, which is broadly employed by ecologists and biologists, to analyze the characteristics of virtual water consumption. As a result, the virtual water consumption of each group decreased yearly from 1992 to 2005, on the whole; decreasing proceeded slower during the period of 1992–1997 than during 1998–2005. Per-unit-consumption expenditure of virtual water for each group represents the same characteristics, on the whole, as virtual water consumption. The largest variation of this indicator exists in the group of the lowest income, which ranges from 1.58 to 0.18 m3/Yuan?yr; whereas the least exists in the highest income group, which is 0.58 to 0.07 m3/ Yuan?yr. The virtual diversity indicator increased year by year, and the change of this indicator in 1992–1997 was more obvious than in 1998–2005. Finally, from this study the researchers  find that, in view of virtual water, the researchers can save water by means of changing consumption patterns and increasing consumption diversity, but without degrading the quality of living and reducing the demands of living. When the problem of water scarcity becomes more and more serious in Gansu of China, this suggestion becomes more and more important. The consumption, the role of guiding production produce, is very important. An unsustainable consumption pattern is the main factor causing the deterioration of the world environment, especially in a developing country. The sustainable consumption is the only way to develop human beings and achieve the economical sustainable economics.