Abstract: The upgrading food consumption is an important way to release the consumption potential of rural areas and improve the nutrition and health level of rural residents.Based on the survey data of 687 rural residents in Shaanxi Province and taking the brand fresh meat consumption of rural residents as an example, this paper analyzed the effects of income expectation on the upgrading of food consumption of rural residents by ordered Logistic model, and the intermediary role of well-being in the process of income expectation affecting the upgrading of food consumption of rural residents by intermediary effect model.The results showed that income source expectation and income level expectation had a significant positive effect on the upgrading of food consumption of rural residents, and the effect of income level expectation was stronger than that of income source expectation. Happiness played an intermediary role in the process of income source expectation and income level expectation effect on the upgrading of food consumption of rural residents. Marital status and educational background had a significant positive impact on the upgrading of food consumption of rural residents, while age, poor households, self-sufficiency in meat and the distance from the fresh meat selling point had a significant negative impact on the upgrading of food consumption of rural residents. Based on the above empirical analysis results, this paper proposed that the promotion of food consumption of rural residents could be promoted from three aspects: improving income expectation, enhancing residents’ happiness and strengthening the promotion of brand agricultural products, safe agricultural products and green organic agricultural products.