Abstract:Based on 570 consumer sample data in Shandong province,this paper first discusses the consumer trust tendency in different brands or certified organic milk on the basis of the comparative perspective of China and Europe,then uses the Structural Equation Model to study the antecedent cause of consumer trust.The result shows that consumers’ own characteristics,perceived value,organic food knowledge and industrial environment had a significant positive effect on consumer trust,while the effect of food safety awareness and information exchange are comparatively complicated.Consumer trust in Chinese or European brands and Chinese or European certifications were different and the formation antecedent cause of consumer trust was also slightly different.Therefore,promoting the public consumption confidence should focus on pushing forward organic knowledge popularization,increasing consumers’ experience and strengthening the industrial regulation,dairy companies should develop corresponding marketing strategies in accordance with the differences of consumer trust in Chinese and foreign brands or certifications.