Food safety crisis represented by “melamine incident” attacked consumers confidence in quality safety of dairy products，consumers’ preferences for “foreign brands” dairy were intense and irrational. Brands and certifications are effective method for suppliers to delivery food quality information. Exploring whether consumers trust in Chinese and foreign brands or certifications are different has the important practical application value. This paper based on the 570 consumer data in Shandong Province，studied consumers trust in Chinese and EU brands or certifications organic milk，then used the Structural Equation Model to study the formation mechanism of consumers trust and its differences. The results indicated that consumers’ own characteristics，perceived value，organic food knowledge and industry environment have significant effects on consumers trust，but the effects of food safety awareness and information exchange are complex. Consumers trust in Chinese and EU brands or certifications are different and its formation mechanisms are also different. In order to promote the public consumption confidence，we should focus on promoting organic knowledge popularization，increasing consumer experience and strengthening the industry regulation. And we should develop corresponding strategies according to consumers different trusts in Chinese and foreign brands or certifications so as to enhance the level of consumers trust. Meanwhile，it has reference value to promote the development of organic milk market.