Abstract: Through empirical analysis of the residents in Shanghai City based on a survey， this paper analyzed the degree of consumer awareness of quality and safety of organic vegetables， and study the main factors affecting consumer purchase behavior of organic vegetables by logistic regression model. The results showed that: In the aspects of cognition， age had a negative correlation with cognitive degree while income and education were positively correlated with the cognition degree. The family with persons over 60 years old or under 12 years old showed higher cognition to organic vegetables than others. In the aspects of purchasing， age， family income， family structure， cognition and willingness to pay were the main factors affecting consumer purchase of organic vegetables. Gender， education level， place of purchase and knowing of organic vegetables showed weaker influence.

Key words: organic vegetable, cognitive level, purchase behavior, influence factor