Research on the Consumption Behavior and Optimization Path of Rural Residents in Eastern China under the Background of Aging_Vol. 3 No. 2 (JMSD 2026)_Journal of Management and Social Development (ISSN: 3005-5741)

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Research on the Consumption Behavior and Optimization Path of Rural Residents in Eastern China under the Background of Aging

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DOI: https://doi.org/10.62517/jmsd.202612208

Author(s)

Hongguan Ye, Zehua Fang, Jin Peng*, Jingran Ji, Zhenfeng Zhu

Affiliation(s)

Guangdong University of Science and Technology, Dongguan, Guangdong, China *Corresponding Author

Abstract

As the aging population continues to grow, China has gradually entered a deeply aging society, and the degree of aging in rural areas is significantly higher than that in urban areas. Rural areas in the east show characteristics such as rapid aging, deep aging, prominent empty-nest, and obvious regional differentiation. Against the backdrop of rural revitalization and the strategy of expanding domestic demand, Aging is profoundly changing the consumption behavior structure, patterns and concepts of rural residents in the east. Based on life cycle theory, precautionary savings theory and consumption behavior theory, this paper will systematically analyze the multi-dimensional impact and internal mechanism of aging on the consumption of rural residents in the east. The study shows that aging has a dual effect of promoting and inhibiting consumption, which not only promotes the growth of rigid consumption such as healthcare, but at the same time, due to factors such as single income, insufficient security and constraints of traditional concepts, it has suppressed the development of development-oriented and enjoyment-oriented consumption. The current consumption structure in rural eastern areas shows a pattern of a decline in survivation-oriented consumption, an increase in health-oriented consumption and slow growth in development-oriented consumption. In terms of consumption patterns, it is gradually transforming towards the integration of online and offline, community proximity and mutual assistance. Consumption concepts tend to be rational and practical, health awareness is constantly improving, but traditional concepts such as frugality still dominate. Finally, in terms of improving pension security, optimizing service supply, improving the consumption environment, guiding consumption concepts and strengthening regional coordination, propose optimization paths to further activate the silver consumption market, promote the quality and upgrading of rural consumption, and contribute to rural revitalization and common prosperity.

Keywords

Population Aging; Eastern Rural Areas; Consumer Behavior; Consumption Structure; Pension Security; Silver Economy

References

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