Abstract: Based on the urban resident survey in Huhehaote, Inner Mongolia, this paper conducted the empirical analysis of consumers' purchasing behaviors and influencing factors including for branded lamb using Logistic model and also analyzed the consumers' motivation, characteristics and influencing factors of branded lamb consumption. Results show that the main motivation of purchasing branded lamb is the quality and safety guarantee. Consumers' confidence of branded lamb is very high, but brand recognition ability, loyalty, and premium payment are very low. Consumers' perception risk of lamb quality and safety, frequency of searching relevant information of branded lamb, the trust in the branded lamb, the influence degree of the brand publicity and the main shopping places influence consumers' purchasing behavior of branded lamb positively, and the age has negative impact on consumers' purchasing behavior of branded lamb. Based on the above analysis, this paper suggests that the companies should strengthen the quality, safety, and brand publicity of branded lamb, choose reasonably and expand distribution channels, and pay attention to market segmentation and product innovation. The government should enhance the quality and safety control and improve the supervision of branded lamb and products.