Farmer's Consumption Structure In The Perspective Of Consumerism

In recent years, as the increased of the level of countryside's social development and farmer's material living condition, farmer's consumption condition and consumption ability have improved markedly. Meanwhile, Along with the transition of China's planned economy to market economy, globalization, urbanization and rural-urban migration, consumerism invaded countryside quickly, replaced the countryside traditional consumption culture and occupied countryside's social cultural dominance gradually. After that, farmer's tradition Consumption behavior and idea have been attacked seriously. To some extent, the invasion of consumerism made farmers to involve in a wave of consumer society unconsciously, reconstructed the countryside social structure and changed farm's society psychology. Farmer's consumption behavior and consumption psychology show diverse, complex and instability.This paper is established in the methods of literature and participant observation. Through to the field survey of W village of Jiangxi, the author described farmer's consumption structure of W village and analyzes W village social structure, farmer's society psychology and other social effects.In the end of this paper, the author probes into some problems about farmer's consumption structure, proposes some solutions about these existing problems, in order to provides effective ideas and direction for reshaping countryside healthy consumption ecology and consumption culture, developing countryside harmonious consumption mode,improving farmer's quality of life and promoting the construction of new countryside.