The traceability information of agricultural products serves as a crucial reference for consumers to assess product quality. Systematically summarizing the characteristics of agricultural product traceability information and conducting in-depth analysis of its underlying mechanisms influencing consumer purchasing intention are conducive to further exploring the market value of agricultural product traceability information. This study analyzes whether the characteristics of agricultural product traceability information affect consumer purchasing intention based on survey data from 405 consumers in 11 provinces and cities， including Zhejiang， Sichuan， and Shanghai， where agricultural product traceability systems were implemented early， and the economy is relatively developed. From the perspectives of risk control perception and uncertainty avoidance， a model is constructed and tested to examine the mechanisms through which the characteristics of agricultural product traceability information influence consumer purchasing intention. The research findings indicate that the quality of agricultural product traceability information， credibility of the information source， and restrictions on traceability label usage positively affect consumer purchasing intention， with risk control perception playing a partial mediating role. Uncertainty avoidance exerts a negative moderating effect on the relationship between the credibility of the agricultural product traceability information source， risk control perception， and purchasing intention， but has no significant moderating effect on the relationships between traceability information quality， label use restrictions， and purchase intention. Based on these findings， policy recommendations are proposed from the perspectives of government， enterprises， and consumers to further promote consumer decision-making regarding traceable agricultural products.