Farmer’s Consumption Psychology Change In The Perspective Of Consumerism

As the reformation and rapid urbanization, Chinese rural society is experiencing from traditional society to modern society transformation. With the development of society and economic in rural areas, and the basic infrastructure has been improved continuously, the life of farmers has become better and richer. People no longer satisfied with the consumption to meet the basic needs, and farewell to the shortage times. Along with the advancement of urbanization, marketization and external force, consumerism invaded countryside quickly, replaced and occupied the countryside traditional consumption culture gradually. After that, farmer’s consumption idea involves in confusion because of the combination of the traditional culture and modern consumerism culture. Anyway, farmer’s consumption faces with new challenges and difficulties. Therefore, helping the farmer set up the rational and healthy consumption idea, develop a scientific consumption behavior is of great significance.This paper is established in the methods of literature analysis, participant observation and interviews. Analyzing the dynamic and static performance of farmer’s consumption psychology before or after the consumerism culture invaded into from the perspective of consumption sociology and psychology. First, from the view of the same and the different, the group identity and segment is obviously of farmer’s consumption psychology. From the perspective of individual and group, farmer’s psychology has experienced from the backward to the avant-garde, from conservative to open dynamic. Second, analysing the influence factors of rural residents’ consumption psychology change under the background of invasion of consumerism culture, differentiation of social structure and the urban and rural population flowing. In addition, social effects of farmer’s consumption psychology change have been put forward. Under the influence of consumerism culture, agricultural development is slow, the rural social structure has been restructured and farmers are lost in value choice. In the end of this paper, the author probes into the problem about which is the better way for the consumption of farmer. Only farmers establish healthy consumption idea, families build reasonable consumption structure and rural develop harmonious consumption environment can farmers live a healthy life instead of consumerism life.