The Information Economic analysis of Agricultural Product Brand in consumer's view

"Brand agricultural" has been fully performed as national strategy. However, the occupancy of the Brand Agricultural Product in market is not perfect in fact, which many factors can lead to. But the main reason is that the Department in Charge did not completely learn about the Mechanism of Action of Agricultural Product Brand and It was not clear during the process of policy formulation and carrying out. The "Adverse Selection" and "The Theory of Information Economic" are quoted to analyze The Mechanism of Action of brand in the process of agricultural product consumption, the following points from analysis: 1. The Agricultural Product Brand can cut down the information collecting cost for consumers; 2. Reduce cost of selection; 3. Improve the situation of Adverse Selection happened in agricultural products market. According to this analysis, the conclusion is that the government shall encourage consumer to purchase agricultural product of brand and create a nice consumption environment for agricultural products of brand.