Abstract: Based on the survey data of 416 domestic consumers, the influence of consumers on food consumption willingness in Xinjiang was analyzed by constructing multiple ordered Logistic regression model and ISM explanatory structure model. The results showed that consumption willingness was affected by consumers' gender, consumers' cognition and preference to Xinjiang food, consumer's impression of the origin of Xinjiang food raw material production and food sales. Consumers' liking for Xinjiang food was the surface direct influencing factor; consumers' impression of the origin of Xinjiang food raw material production and food sales, and consumers' familiarity with Xinjiang food were the middle indirect influence factors; gender was the deep root factor of consumption willingness. Therefore, it was necessary to strengthen brand building, shape the image of green origin, and promote the sustainable development of food industry in Xinjiang.

Key words: food, consumption willingness, influencing factor, Logistic model, ISM model, Xinjiang