The paper took tomatoes as example，based on the choice experimental data of the 868 consumers in Shandong province，used the random parameter logit model to measure the consumers’ willingness to pay（WTP）for different types of food safe certification label，and analyzed influence of the consumer food safety risk perception and the consumer environmental awareness on consumers’WTP. The results showed that consumers have higher WTP for organic label，and the WTP for EU organic label is much higher than China’s organic label，while the WTP for green label is similar to pollution-free label. The WTP of consumers with different food safety risk perception is strikingly different，while the WTP of consumers with different environmental awareness is closer to each other.