Abstract: A systematic review of research on the current development status of the muskmelon industry and the behaviors of muskmelon growers and consumers. In terms of behavioral content, growers' behaviors primarily involve technology selection, cultivation strategies, green production practices, and capacity enhancement, whereas consumer behaviors encompass sensory preferences, cognitive evaluations, and purchase decisions influenced by socio-psychological mechanisms. From the perspective of behavioral drivers, growers' behaviors are influenced by multiple factors, including demographic characteristics, external environment, information exchange, and cognitive levels. Among which participation in technical training and membership in cooperatives can significantly improve production efficiency and operational performance. Consumers' behaviors are mainly driven by sensory attributes, demographic differences, cognitive preferences, and group differences. Based on these findings, this study proposes development recommendations in four areas:strengthening the technical training system for growers, establishing green production incentive mechanisms, improving information exchange channels, and developing a differentiated product positioning system. Future research can further enhance the study of domestic consumer behavior, incorporate multidisciplinary theoretical frameworks, and explore the impact of digital intelligence technologies on behaviors at both the production and consumption ends.