Considering the views of rural farmers on purchasing new rural social pension insurance and their views on consumption, this paper analyzes the impact of farmers purchasing new rural social pension insurance on farmers’ consumption of durable goods such as cars, computers, and motorcycles in the pilot regions based on 2010 CGSS data. It is found that purchasing new rural social pension insurance has a significant effect on farmers’ consumption of computers and motorcycles, but not on their consumption of cars. Compared with the idea of over-consumption, the idea of immediate consumption is more likely to promote the consumption of durable goods. The consumption promotion effect of the new rural social pension insurance in the eastern region differs greatly from that of the whole country, while the effect in the central and western regions converges. Therefore, according to the regional consumption promotion effect of the new rural social pension insurance, it is necessary to give full play to its role in the promotion of farmers’ consumption of durable goods, and continuously improve the level of farmers’ consumption of durable goods in a timely manner.