| 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.
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