BackgroundGreat changes have taken place in terms of people’s lifestyles and behavioral habits. Diabetes has become a threat to human health and is the most important noncommunicable disease. More than 60% of rural diabetic patients experience delayed diagnosis and treatment. In this study, we explore the inner experience of the delayed diagnosis and treatment of patients with diabetes in rural areas and provide a reference for targeted intervention.MethodsA qualitative research design was used to examine the cognitive behavioral intention of patients in rural areas with delayed diagnosis and treatment of diabetes. Thirteen diabetes patients with delayed diagnosis and treatment were sampled with maximum variation in rural Daqing City and Tangshan City in China. The data analysis involved several levels of analysis consistent with qualitative research.ResultsThe following themes were relevant to diabetes patients in rural areas with delayed diagnosis and treatment delay: “Lacked knowledge of diabetes”, “Negative coping style”, “Dissatisfaction with the existing medical service” and “Influence of social support”.ConclusionsThe respondents’ delayed diagnosis and treatment represent a common phenomenon. Medical personnel should provide interventions for patients and encourage them to go to the hospital on time.