A survey of 150 consumers in Rizhao City was conducted by using Contingent Valuing Method. The consumers' willingness to buy sustainable agricultural products was researched. Based on the survey data, a Logit model was established to analyze the factors influencing consumers' willingness to buy sustainable agricultural products. The results indicate that in case of reasonable prices, consumers are willing to buy sustainable agricultural products; price significantly and negatively influence the consumers' willingness to buy sustainable agricultural products; consumers' awareness of agricultural environment problems and education significantly and positively influence the consumers' willingness to buy sustainable agricultural products.