Based on information gathered from a small-scale survey sponsored by WWF’s Beijing Office，this article provides a detailed description of a small sample of Beijing citizen’s consuming behavior of special food materials，with an eye on the multi-dimensional demarcation of their attitudes towards food enviromnetalism. Most of our respondents indicated relatively restrained level of consumption of wild food materials，partially explained by their socio-economic distance from those wild food materials，and partially by their isolation，or encounter，with the specific culture that sustaining such consumption practices. In an era when eco-ethics becomes culturally-correct，mass media plays an eventually important role in shaping people’s attitudes，while ads for public good becomes one of the most efficient ways of attitude mobilization. Our survey disclose in a certain way that theimpact of food environmentalism on contemporary Chinese urban citizen’s consuming practices，first of all，is not through the transmission of reliable knowledge，but more via a kind of ideational accultureation that penetrating through the whole socialization process. This explains why variables such as age-generation status and educational attainment are the most significant independent variables in explaining people’s attitudinal and behavioral differences regarding food environmentalism.