ABSTRACT

Marxist theory emphasizes that consumption is both the purpose and the driving force of economic development, highlighting the importance of consumption in production and life. Since China’s economic reform and opening up, the economy has achieved rapid growth, and consumption, known as one of the “three major engines”, has played a key role. The unexpected outbreak of the COVID-19 epidemic in 2020 had a major impact on the global economy, highlighting the key role of consumption in economic stimulus. Since China implemented economic reform and opening up in 1978, China has made significant progress, the economy has continued to grow at a high speed, and the people’s material and cultural life has improved. However, not everyone enjoys the benefits of development equally, and China still faces a huge gap between rich and poor. The imbalance and gap between urban and rural development is particularly prominent and is the most prominent structural contradiction in China’s current economic and social development stage. These problems not only hinder the development of agriculture and rural areas, but also hinder the improvement of the level and quality of urbanization. Therefore, comprehensively revitalizing the countryside, resolving the imbalance and gap between urban and rural development, promoting rural economic development, and narrowing the income gap between urban and rural residents are crucial on the agenda of this government. This article selects Habu County, Guangxi, a national rural revitalization demonstration county in 2022, as the research object. It analyzes the measures taken by the county in implementing its rural revitalization plan, its achievements and identifies areas for improvement. In addition, changes in residents’ consumption behavior before and after the county implemented the rural revitalization plan were also examined. On this basis, it summarizes the problems faced by Chinese rural areas in the process of implementing the rural revitalization plan, including issues in industrial development, agricultural infrastructure construction, agricultural technology, broadening channels for farmers to increase income, and creating a livable rural environment. The article also proposes corresponding solutions and optimization strategies to help achieve sustainable development in these fields.

Keywords: Rural Revitalization, Consumer Behavior, Consumption Structure, Consumption Upgrade
https://doi.org/ 10.57180/uomf7483