Based on CGSS data in 2010, the farmers are divided into two groups according to whether the farmers participate in new-style rural cooperative medical insurance and new-style rural social security, then the durable goods consumption of the farmers of the two groups is compared, its intermediary role of the consumption concept is tested and meanwhile the difference of durable goods consumption of the farmers between the pilot region and un-pilot region of new-style rural social security is compared by using dual Logit regression model. The research shows that the participation in new-style rural social security can effectively boost the durable goods consumption of the farmers, that the boosting effect of new-style rural social security is bigger than that of new-style rural cooperative medical insurance, and that the durable goods consumption in the pilot regions of new-style social security is higher than that of un-pilot regions. Therefore, the new-style social security can not only directly affect the consumption behavior of the farmers but also indirectly affect the durable goods consumption of the farmers by changing their consumption concept. China should further enlarge the covering area of new-style rural social security and raise the income of the farmers to promote the consumption growth of the farmers.