Although traceability system for aquatic products in China is continually implemented and expanding，consumers still have quite limited cognitive ability due to the lack of related researches. This article studied the effects of organic labels and traceability information on consumers who would choose white shrimp，and the results shows consumers’ willingness-to-pay for no-traceable Chinese organic white shrimp is significantly lower than that for traceable Chinese organic white shrimp；after knowing regulation information of National Certification and Accreditation Administration as well as department of commerce，they tend to have higher psychological valuation for traceable Chinese organic white shrimp. These findings reveal that，provision of this kind of information about product quality have a positive impact on consumers’ purchasing behaviors of traceable organic white shrimp.