The quality safety of agricultural products is a practical problem that must be solved urgently in the development of modern agriculture，and it is necessary to find a market-oriented way to work it out beyond government supervision. This Paper attempts to explore from the marketization perspective of geographical indication （GI） brands，and probe into its mechanism and effect on the improvement of agricultural product quality safety. Through the study，the following main conclusions are obtained. GI brands only have a weak effect on whether farmers use biological pesticides，and the promotion effect has no significant impact on the total amount of pesticide application by farmers，that is，the impact of GI brands on improving the quality safety of agricultural products is very limited. Further analysis of the reasons for this result shows that the opportunistic behavior under asymmetric information，the non-standardity of field crop production，and the free-riding behavior under collective reputation are the main reasons for the limited role of GI brands in improving rice quality safety. Finally，it puts forward corresponding policy recommendations.