The endless food safety incidents have triggered academic research on safe food consumption behavior. However, most current studies focus on urban consumers, and there are few documents that explore the consumption behavior of rural residents. Based on the survey data of farmers in 8 cities in Jiangsu Province in 2015, the evaluation (logit) model was used to explore the influencing factors of farmers’ choice of rice consumption sources from the perspective of cost-benefit, and the role of food safety concerns in it was analyzed. This study divides the source channels of rice consumed by rural residents into all self-grown and at least part purchased from the market. The results of the study found that from a profit perspective, farmers who are more concerned about food safety have a higher probability of eating all their own rice. Compared with farmers who are willing to take food safety precautions, those who are lazy to take measures are There is a higher probability that the rice consumed by farmers comes from their own crops. From a cost perspective, farmers who process rice through mobile processing stations have a higher probability that all the rice they eat comes from self-sown; farmers who are closer to fixed processing stations have a higher probability that all their rice they eat comes from self-sown.

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Original research was done by Xie Qingxin, Ji Yueqing, Gu Tianzhu, Tian Xu

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