Abstract: 【Objective】This article aims to explore the driving relationship between customer perceived value of organic agricultural products and product knowledge to consumer attitudes and behavioral intentions. 【Method】Taking 700 consumer samples were collected from large supermarkets in major cities of China, and empirical tests were conducted with structural equations based on the theory of planned behavior.【Result】Product knowledge, environmental value, safety value, health value and social value all positively affect consumers' attitudes towards organic agricultural products, among which the product knowledge has the greatest impact. The impact of hedonic value on consumers' attitudes towards organic agricultural products has not been confirmed. Consumer attitudes, subjective norms, and perceived behavioral control all positively affect consumers' willingness to purchase organic agricultural products, with consumer attitudes having the greatest impact.【Conclusion】The key to promoting consumers' purchase of organic agricultural products is to improve consumer attitudes, and to enhance consumer attitudes. In addition to striving to increase the customer perceived value of agricultural products, special attention shall be paid to improving consumer knowledge of organic agricultural products.