Based on the S-O-R (stimulus-organism-response) model,this paper constructs a model of relationship between brand authenticity of agricultural products and brand evangelism,and conducts an empirical test by using 433 vegetable consumers in Wuhan as samples. It is found that brand authenticity of agricultural products has a significant positive effect on brand affect and brand evangelism; “real emotion” and “assumed emotion” both have a significant positive impact on brand evangelism; “real emotion” and “assumed emotion” play a partially intermediary role in between brand authenticity of agricultural products and brand evangelism; brand sensitivity plays a negative moderating role between brand authenticity of agricultural products and “real emotion”.