Analysis on non-economic factors of restricting consumption of China's rural household

The main non-economic factors that constraint China's rural consumption demand are: first, the product structure available on the market for rural residents can not meet their consumption demand, which depresses consumption potential in rural areas; second, imperfect service and distribution systems in rural areas, lack public goods in rural areas, chaos in rural market order, no protection to the interests of rural consumers, insufficient government investment to the rural public infrastructure and inadequate social security system, all restrict consumption demand in rural China; third, rural residents' outdated and inappropriate consumption attitudes constrain consumption in a certain extent.