In facilitating farmers’ consumption demand has strategic significance to the overall economic vitality, it is of great significance to examine the potential for consumption represented by property rights and interests on agricultural land especially under the background of urban-rural integration. This paper takes urban-rural integration development households as the research samples and examines the impact of agricultural land on agricultural transfer families through instrumental variable method(IV) using data from CFPS. The results are shown as follows: Overall, property rights and interests on agricultural land significantly increase the consumption of the agricultural transfer families and promote the optimization and upgrading of household consumption structure. By heterogeneous analysis, agricultural land has a significant promoting effect on the consumption of young, high-income, and households without home mortgage loans. Further mechanism test shows that the risk brought about by the uncertainty will affect the consumption utility of agricultural land, participation of households with agricultural land in the transfer of agricultural land can improve the employment structure, and increase household consumption. To investigate the consumption of urban-rural integration development households from the perspective of property rights and interests on agricultural land helps to promote new-type urbanization with counties as the carrier, to promote two-way flow of factors in county area and urban-rural integration development, and improves the role of farmer households’ consumption in economic development.