Taking organic tomato as an example，we design the choice experiment to acquire 853 consumers’ relevant data from Shandong province，and use the random parameters logit model to investigate the consumers’ preferences for organic labels from different countries（or districts）. The results show that consumers have the highest willing to pay for EU organic label，the Chinese Hongkong organic label，Brazil organic label and the China organic label are behind successively. The influence of the ecological consciousness on the consumer preference is small. In general，consumers’ preference orders for organic labels from different countries（or districts）are the same for all ecological consciousness groups. The willingness to pay of the consumers in the low ecological consciousness group and the middle ecological consciousness group are very close，while the willingness to pay of the consumers in the high ecological consciousness group is slightly higher than that of the consumers in the low and middle ecological consciousness group. Food safety risk consciousness has significant effect on the consumer preference，and the larger differences exist between the organic labels which are from different countries.