Study on the influence mechanism of rural language culture on consumption decisions of characteristic agricultural products
乡村语言文化对特色农产品消费决策的影响机制研究

摘要

本文以乡村振兴与消费升级为背景，聚焦乡村语言文化对特色农产品消费决策的影响机制，从语言学与经济学双视角展开研究。首先界定乡村语言文化、特色农产品及消费决策的核心概念，以消费者行为、符号消费、信息不对称理论为支撑。研究发现，乡村语言文化通过三条机制影响消费决策：一是作为信息载体传递产地与品质信息，缓解市场信息不对称；二是引发消费者地域与情感认同，强化购买偏好；三是赋予农产品符号价值，满足消费者身份认同与社交需求。旨在填补乡村语言文化对农产品消费影响的研究空白，为特色农产品生产者、经营者及政策制定者提供策略参考，推动产业与文化协同发展。

Abstract

Against the background of rural revitalization and consumption upgrading, this paper focuses on the influence mechanism of rural language culture on the consumption decisions of characteristic agricultural products, and conducts research from the dual perspectives of linguistics and economics. Firstly, it defines the core concepts of rural language culture, characteristic agricultural products, and consumption decisions, with the support of consumer behavior, symbolic consumption, and information asymmetry theories. The study finds that rural language culture affects consumption decisions through three mechanisms: first, it serves as an information carrier to transmit origin and quality information, alleviating market information asymmetry; second, it triggers consumers' regional and emotional identity, strengthening purchase preference; third, it endows agricultural products with symbolic value to meet consumers' identity recognition and social needs. This paper aims to fill the research gap in the impact of rural language culture on agricultural product consumption, provide strategic references for producers, operators, and policymakers of characteristic agricultural products, and promote the coordinated development of industry and culture.