Influence of Consumption Decisions of Rural Residents in the Context of Rapid Urbanization: Evidence from Sichuan, China

Background: Promoting the transformation and upgrading of China’s rural consumer market is of strategic significance for maintaining sustainable economic development in the process of urbanization. Research objects and methods: Our objectives were to explore the influencing factors of rural residents’ consumption decision making and to provide reference for formulating relevant policies. This study adopted the questionnaire survey method and collected 300 valid questionnaires. Through statistical analysis of questionnaire data and multiple linear regression analysis, the key factors affecting rural residents’ consumption decision making were determined. Results: Education level, family income, consumption view and sociocultural factors are the main factors affecting the consumption decision of rural residents. In addition, personal cognition and attitude are also important factors affecting rural residents’ consumption decisions. In addition, social influence also has a certain positive impact on consumer decisions. Conclusion: The key factors affecting rural residents’ consumption decision making are external factors, including education level and sociocultural factors, and internal factors, namely family income and family consumption concept. At the same time, personal cognition and attitude also play an important role in consumption decisions. The purpose of this study is to provide objective suggestions for improving and expanding the rural consumption market at the policy level, so as to promote the upgrading of rural consumption in China. The influence of rural residents’ consumption decisions on local economic stability was investigated. The economic stability of farmers’ consumption can be understood by analyzing their consumption tendency and consumption pattern.