Based on the investigation data from 3 counties and cities of Hubei province,this paper analyzes the impact of attitudes,conformity,cultural values and purchasing situation on gift consumption behavior of rural residents.The result shows that attitude,conformity mentality and cultural values of rural residents have obvious impact on gift consumption behavior,while purchasing situation has no impact on such behavior at all.Study on gift consumption behavior of rural residents has a very important theoretical and practical value in enriching the understanding of gift consumption behavior of rural residents.