On the basis of analyzing the consumption status of rural residents in Kongpo, it can be seen that the concept of consumption value of rural residents in Kongpo tends to be cautious in daily consumption. There also exist premature consumption and excessive consumption that are centralized, seasonal and religious. This paper aims to put forward countermeasures and suggestions for guiding the rural residents in Kongpo to develop a scientific concept of consumption value in the light of the factors that restrict the formation of scientific consumption value among rural residents.