Abstract: Based on the survey data of 532 consumers in 12 districts of Shanghai, using the hypothetical valuation method to design the questionnaire, this paper empirically analyzes the willingness and its influence factors of Shanghai consumers to pay for leafy vegetables, with focus on the impact of price on consumers'' willingness to buy local leafy vegetables. It is found that the variables including price, degree of reassurance on vegetables, degree of trust on local vegetables, buyer, and gender affect the willingness of paying for local vegetables significantly. More specifically price is the main factor affecting willingness to pay. As price increases, consumers'' willingness to pay will decline. The data also show that the lower the consumer''s degree of reassurance on vegetables is, the more likely they are going to buy local leafy vegetables, which means that consumers have higher overall trust on quality and safety of leafy vegetables produced locally in Shanghai; the willingness to pay higher price is positively related to the degree of trust on local vegetables; male consumers are more likely to pay extra for real estate greens;the principal buyer of household is more likely to pay for local vegetables. According to the calculation, consumers are willing to pay an extra 2.12 Yuan per kilogram for local leafy vegetables compared with non-local leafy vegetables. At the end, according to the conclusion of this study, some suggestions are proposed such as strengthening food quality and safety supervision to improve vegetable quality, stabilizing vegetable price, and strengthening consumer education and publicity of local vegetables.