Rural Festivals Conspicuous Consumption Behavior Research Under The Embedded Perspective

As a large agricultural country, the rural market of China is undoubtedly a very broad market. Farmers should as the most promising consumer groups dominate the entire domestic market. However, under China’s reform and opening large wave, relative to the urban consumer demand, consumer demand is still significantly behind the farmers Although with increased efforts to support the country as well as the steady and healthy development of the rural economy, farmers’living standards Increased and consumer demand is gradually increasing too. However, there are many conspicuous, comparisons and other deformities of consumer behavior growth in the rural areas currently. In this context, this study selected two representative villages, through in-depth case studies to focus on festivals conspicuous consumption behavior of rural residents at the present stage, so that we can try to analyze farmers’conspicuous consumption behavior characteristics. And by using the seek the same method and the divergent method, use farmer’s "embeddedness" consumption as a starting point, focuses on farmers’ conspicuous consumption behavior logic, analyze the institution embeddedness, social relations embeddedness and cultural embeddedness in farmer’s consumer behaviors.Through the study found, farmers pursue dominant symbol of consumption in the process of conspicuous consumption, which have obvious imitation and comparisons signs, and "overdraft" of conspicuous consumption widespread; from the farmers’ conspicuous consumption behavior of "embeddedness" view, informal system forming a strong constraint on farmers’conspicuous consumption behavior, social status significantly oriented migrants’conspicuous consumption behavior, in addition, geographical and cultural evolution of rural strengthened farmers conspicuous consumption behavior in some extent. By analyze these characteristics shows that, rural areas as an "emerging" land of conspicuous consumption, its main object of conspicuous consumption has very obvious trait:farmers as the principal part of conspicuous consumption, economic fundamentals may no longer be the decisive factor in conspicuous consumption behavior; goods as the object of conspicuous consumption, the level of practical value is not the only consideration standard. The farmer’s conspicuous consumption is making choices in the competition between "consumer autonomy" and "consumption embeddedness". Conspicuous consumption behavior of farmers are gradually becoming practices and customs.