Indians say”Human beings can finally recognize their harm to the environment when the last river is polluted and the last tree is cut.” Long-term abuse and pollution of chemical pesticides and fertilizers have caused disasters to the earth and fright to the consumers. Organic agriculture is another way to plant farm crops, which refuses to use chemical fertilizers and pesticides. It is very difficult to discriminate organic products from non-organic ones by their appearances. But there is an obvious gap in their prices. When the consumers can not tell organic products from nonorganic ones from their appearances, the certification marks of these agricultural products are very important hints to the consumers. This research constructs a mode of consumption to choose organic agricultural products with certification marks by Structural Equation Modeling and further defines the path relationships among these decision-making factors. The results of this research are as following: 1. Conclusions brought up from the assumption. A. The positive influences from cognitive price and cognitive quality. B. The positive influences from cognitive price and cognitive sacrifice. C. The positive influences from cognitive guarantee and cognitive quality. D. The positive influences from cognitive quality and value. E. The negative influences from cognitive sacrifice and cognitive value. F. The positive influences from cognitive value and consuming will. 2. Conclusions brought up from the causes and effects considered from different viewpoints: This research proves that cognitive guarantee is the effective condition to cognitive quality, and cognitive quality can raise the cognitive value. Also the certification mark, a guarantee factor, its effect of the peripheral persuasion is obvious. According to the above results, this research suggests that organic agriculture should be improved from three aspects, which are guarantee, quality and value.
