Abstract: With the gradual improvement in the degree of commercialization of agricultural products, agricultural consumption becomes increasingly important in urban and rural consumption dual structure. [Objective]In order to improve the awareness of consumers'' quality and safety of agricultural products and promote consumer behavior, [Method]the cross-statistics description and optimal scale regression model were used to analyze the factors affecting the quality and safety of urban and rural consumers in Yantai City, and the differences between urban and rural areas Compare.[Result]The results show that there are significant differences in the level of the cognition of quality and safety of agricultural products in urban and rural areas, which is mainly affected by factors such as age, education and income level. In addition, the safety awareness of agricultural products has a significant impact on consumption will of safe agricultural products. Although most respondents expressed strong willingness to buy, most people are only willing to pay for safe agricultural products 10% higher than the price of ordinary agricultural products. [Conclusion]The research results are of great practical significance to explore the integration of urban and rural consumption, especially to solve the dual structure of urban and rural agricultural consumption.