Using tomato as an example，in this paper，BDM auction experiment was used to study consumers’ willingness-to-pay for attributes both of certified labels （organic，green，hazard-free labels） and of attributes of brands （a proprietary enterprise brand，a cooperative brand）. The results show that：① information can improve consumers’ willingness-to-pay for both safety certified labels and brands；② generally，consumers are willing to pay a premium for certified labels and brands；③ organic labels and green labels have a two-way substitution relationship，while hazard-free labels possess a one-way substitution relationship with other safety certified labels；④organic labels and green labels have a significant two-way complementary relationship with each other，while hazard-free labels do not exist significant multi-effect with two brands. The government should encourage agricultural products manufacturers to go through governmental or third party certifications，to improve the construction of certification system in China. For another，the government should conduct propaganda for promotion of food safety certification and agricultural products’ professional cooperative brands，to improve consumers’ cognitive level. Producers should be supported by governments to produce multi-attributes’ tomatoes，to satisfy consumers’ heterogeneity. Also，producers should adjust producing and selling strategies of tomatoes with different combinations of attributes，to improve producers and consumers’ social welfare.