The study reveals that materialism is on the rise in rural Punjab as most farmers have adopted new housing patterns coupled with all the facilities previously found in urban areas only. The availability of more durable goods with majority of the farmers indicates a clear shift towards material possession. Areas under wheat and paddy have shown a significant increase while other crops such as groundnut, sugarcane, gram and oilseeds have indicated a declining trend. Modern machinery, automation in tube wells and the use of chemicals have reduced the longer working hours. Farmers purchase machinery not only for meeting their agriculture requirements but it is also seen as a prestige issue.