An Initial Study Of Rural Consuming Conception

As China is now heading to a consumer society, the rural environment has changed; meanwhile farmers are facing an unprecedented number of temptations. Consequently, how do they react to the flood of consumption? Are they attendants or only onlookers? What has influenced their consuming behavior? What do they care and what do they admire? Based on the survey data of 100 rural families in Shanbian village, the author sees a great consuming capability and potential of farmers. Thus, the author points out that farmers are more willing to spend money than expected, if we understand their need. From the perspective of cultural tradition in mechanical solidarity, trusting acquaintance is farmers'most significant consuming conception in Shanbian village. Simultaneously, from the detail side, the interrelation of old concepts and new ones causes their eight kinds of consuming tendencies , which are greatly influenced by media and the experience of rural labor in the urban society.