Research on Variety Selection and Income-increasing Mechanisms of Specialty Melon and Fruit Farmers from the Perspective of Consumption Upgrading

Wang Xiuqing

Tianjin Agricultural University

Abstract：

This paper studies how consumption upgrading influences the variety selection and income growth of farmers who produce specialty melons and fruits. By combining demand theory, agricultural differentiation, and farmer household decision-making logic, the paper analyzes the relationship among consumer preference changes, variety choice, quality improvement, market connection, and income increase. The study finds that consumption upgrading encourages farmers to shift from yield-oriented selection to quality-oriented, market-oriented, and brand-oriented variety selection. Suitable varieties can increase farmers’ income through price premiums, risk reduction, sales-period extension, brand value, and value-chain participation. However, farmers still face constraints such as information asymmetry, technical uncertainty, cost pressure, and weak market organization. The paper concludes that income growth depends not only on selecting high-value varieties but also on matching varieties with local conditions, production capacity, consumer demand, and stable marketing channels.

Key Words：

consumption upgrading; specialty melons and fruits; variety selection; farmers’ income; agricultural differentiation; income-increasing mechanism