Based on CGSS2010 data, this paper tests the influence of new-type rural social endowment insurance on consumption concept and the impact of the two on peasants’ consumption of durable goods. The farmers surveyed are divided into two groups according to whether they participate in the new-type rural social endowment insurance, by using quantile regression and decomposition method, the durable goods consumption of the two groups of the peasants is compared and the influence of consumption concept on peasants’ consumption of durable goods is discussed. The research reveals that the new ype rural social endowment insurance makes the peasants feel more optimistic for future expectation so that the durable goods consumption is increased, that new-type rural social endowment insurance and consumption concept have positive effect on peasants’ consumption of the durable goods, the durable goods consumption for the peasants who participate in new-type rural social endowment insurance is higher than that of the peasants who do not participate in the insurance, and that at the high-end of quantile distribution, the gap between the two groups of the peasants is more obvious, however, the propensity of consumption is the main reason for the wide gap.