Abstract: With the development of economy, people pay more and more attention to the safety of agricultural products, Shanghai also popularized in real vegetable traceability system. Through the actual survey of consumers in Shanghai, by using Logistic regression model to analyze the influence of vegetables the traceability label attitude and willingness to pay. Studies had shown that the attention of consumers for vegetable quality was very high, but the cognition of the traceability of vegetables was very low. In terms of willingness to pay, most respondents said they were willing to pay more for the traceability of agricultural products, but the willingness to pay was low, consumers' willingness to pay was driven by gender, age, family population, for the traceability label trust and pay strength and other factors.