Based on the characteristics of rural acquaintance society and the rural consumption of “invite to dinner”,this article analyzed specific cases to study the consumption mechanism of rural areas and found that in the village dominated by the culture of acquaintance,“invite to dinner” was affected not only by the individual rationality,but also the social structure,social norms and culture.This article showed that the consumption depended not only on personal choices but also specific situations to show the compatibility to environment.Rational behavior is subject to social and environmental constraints.Thus,personal consumption,expressed as a "predictable consumption",is actually embedded into the society.