Food safety incidents in China have ignited demand for safer food and increased regulation of food products. Reports of sales of adulterated pork, beef, wine, etc. have increased concern over food safety. What do consumers perceive determines the safety of their food? Do consumers perceive that food purchased at large supermarkets is safer than that from traditional wet markets? Do they trust their ability to evaluate the appearance of products? Does government certification of safety matter? Do certain brands elicit trust in the safety of their products? Does an expiration date on the product matter? In this paper, we analyze how consumers determine the safety of meat, milk, fruit, vegetables, and juice products and how these determinants vary with economic and demographic variables. Acknowledgement :