Food safety scandals，particularly the melamine milk powder incident undermined Chinese consumers' confidence in dairy products and were the primary cause of consumer panicking and purchase of IMF from outside China.In recent years，organic certification and traceability system has become an important policy tool to enhance consumer confidence for IMF.Using 938 samples of respondents in Shandong Province of China，This study conducted a choice experiment survey targeting on IMF.Four product attributes are considered including organic label，traceability information，country of origin，and price.Estimation using mixed logit and latent class choice model reveals that，consumers have the highest Willingness to Pay（WTP）for an organic label from the US，followed by those from New Zealand and China.In terms of WTP for different levels of traceability information，grazing information was preferred by most of the respondents.With regard to the country of origin attribute，consumers prefer IMF produced in US and in New Zealand over China.Consumers could be divided into four types.The WTP of price sensitive consumers for organic and traceability labels were significantly lower than that of the other types.Compared with other consumer groups，the WTP of Certification preference consumers for organic label was significantly higher.Worried Consumers had higher WTP for all food safety informational attributes.Origin preference consumers displayed the higher WTP for IMF produced in the United States and New Zealand，while their WTP for organic certification labels was relatively low.The conclusions of this paper should not only aid Chinese policy makers in developing its IMF market management strategies but also provide references for organic certification bodies and dairy enterprises from around the world for their business decision-making.