Based on the questionnaire survey of 274 consumers in Shandong Province,?the binary Logit model is used to determine the factors that affect consumers' willingness to consume pork without resistance, and then the ISM is used to analyze the relationship and hierarchical structure of the influencing factors. The results show that consumers' willingness to consume non-resistant pork is not determined by one or some factor, but by consumers' perception of the human health effects of non-resistant pork, their perception of the environmental effects of non-resistant pork, and the level of household monthly income .It is determined by a three-level hierarchical structure composed of 7 factors including the influence of relatives and friends, the influence of social propaganda, the age of consumers and the education level.