Taking the rural residents in Yanqing District of Beijing City as the research object, through field investigations and interviews, it is found that the main characteristics of consumers, income and expenditure level, preference and cognitive level are the factors that affect the dairy consumption behavior of rural residents. Using the bivariate regression model for empirical analysis, it is concluded that rural residents' occupation, monthly average income, purchase expenditure and attitude towards dairy safety have a significant impact on rural residents' dairy consumption behavior, and then relevant constructive suggestions are put forward to guide rural residents' balanced consumption.
