In order to alleviate the situation that bad money drives out good in the produce market within the context of incomplete information, as well as bridge the gap between demand and product surplus, establishing and improving the safety certification system for farm produce is an urgent need. This paper discusses factors that affect consumers' purchase of pork with safety certificates in the setting of incomplete information. Data from 844 consumers in Jiangsu and Anhui provinces, along with a structural equation model, are adopted to study consumers' purchase intention of certified safe pork form. According to our studies, major factors refer to degree of understanding, degree of concern, recognition ability, government publicity, pork's origin information, consumers' educational levels, income levels, and consumers' evaluation of government supervision. Accordingly, suggestions are provided as follows. Above all, enhancing education and training of food safety is conducive to lead consumers' behaviors in a correct way. Next, news media and social public opinions can play a stronger role in guidance and supervision. Thirdly, an upgraded legal system should be accompanied by better policy implementation. Finally, strengthening the origin certification system and promoting a sense of brand are of significance.
Keywords: pork with safety certificate; purchase intention; structural equation model; theory of planned behavior (TPB).