Abstract: Taking the example of pork, using 2 (safety certification)伊2 (brand awareness) situational experinment and ANOVA method studied restraining factors and mechanism of safety certification on consumer's purchase intention. Consumer's economic rationality was the precondition to trigger safety certification and stimulate consumer response. The empirical analysis found that safety certification had a significant influence on consumer purchase intention, and consumer's purchase intention was affected by the interaction of consumer's trust and brand awareness.