Abstract: Food traceability system contributes to solve the problem of food quality and safety. Traceable food label is a major means to identify the traceability food. Therefore the level of consumers’ trust in traceable food label and its impacts on consumers’ willingness to pay deserve more attention. Using the consumer survey data in Xi’an, applying consumer decision process model, contingent valuation method and binary logit model, this paper examined the impacts of consumers’ trust in traceable food label on consumers’ willingness to pay under preference heterogeneity constraints. Results show that 1) consumers’ preferences can be divided into food safety, high-quality, and low price; 2) under the food safety preference, level of trust in traceable pork label has a significant influence on consumers’ willingness to pay; 3) under the other preferences, the influence of trust level is not significant. Empirical analysis also indicates that the average willingness to pay for pork with traceable label in food safety preference and other preferences are 43.64 yuan/kg and 40.40 yuan/kg respectively. Based on the research, it is suggested that the government should initiate a propaganda for traceable pork and improve the traceability system coverage and public participation. From enterprises’ perspective, they should consciously maintain traceable pork market order and make great efforts to expand the market share. For consumers, they should try to improve their consciousness and cognition of food traceability.