As a big agricultural country, China still has a rural population of 900 million, accounting for 70% of the country's total population. Farmers are the largest consumer groups in China. The improvement of rural consumption capacity is directly related to the overall situation of the national economy. The huge consumer market in rural areas has a huge space for development. Both the government and enterprises should pay full attention to the rural consumer market, and the study of farmers' consumption behavior is the starting point to open the rural consumer market. From the perspective of influencing farmers' consumption behavior, this paper discusses the factors affecting farmers' consumption behavior. The main factors affecting farmers' consumption behavior include farmers' family income, farmers' consumption environment, national policies, farmers' consumption concepts, farmers' consumption structure, social security system and farmers' educational level. The research shows that to improve farmers' consumption behavior, we need to increase farmers' income, enhance farmers' purchasing power, improve rural consumption environment, optimize farmers' consumption structure, strengthen propaganda and offensive, adjust industrial structure, and guide government policies.