Based on the data of 370 tea consumers in Fuliang county in Jiangxi, structural equation model (SEM) was constructed to study the interaction relationship among brand trust, consumption recognition and purchasing behavior according to the Theory of Planned Behavior and KAP . The results show that consumption recognition plays a partial intermediary role in the role of brand trust on consumption intention and purchasing behavior, consumption intention plays a partial intermediary role in the role of brand trust and consumption recognition on purchasing behavior, consumption recognition plays a leading role in purchasing behavior and brand trust plays a leading role in consumption willingness of tea consumers. Further, it shows that consumption recognition has a negative effect on the brand trust and purchasing behavior has a negative effect on consumption intention. Base on the conclusions,some suggestions on guiding purchasing behaviors of tea consumers containing enhancing consumption recognition and brand trust are put forward.