Abstract: This paper analyzes the influence mechanism of consumer confidence on the equilibrium change of supply and demand of agricultural products market and on the effectiveness of government regulation, and field research further clarify consumer confidence in the quality and safety of agricultural products and government regulation. The results show that increasing consumer confidence is beneficial to expand the market share of intermediate agricultural products and reduce the loss of social welfare; In addition, consumer confidence has varying degrees of offsetting effect on the effectiveness of government regulation. Field research shows that most consumers have confidence in government regulation and agricultural products, but there is still room for improvement. Therefore, the government should continue to strengthen government regulation and improve consumer confidence.