Abstract: In order to promote the healthy development of rural dairy consumption markets, this study used questionnaire of 544 farmers and herdsmen in five cities in the eastern, central, and western regions of Inner Mongolia. Based on the risk perception of dairy product quality and safety of farmers and herdsmen, the trust of dairy product processing enterprises, the satisfaction of dairy product brand, the trust of government supervision of dairy product market, and the statistical description and analysis of farmers and herdsmen’s purchase intention and behavior of dairy products, the relationship among them was discussed by using structural equation model. The results showed that farmers and herdsmen had some concerns about the quality and safety of dairy products, but they had high trust in dairy processing enterprises, dairy brand and government supervision of dairy products market. In addition, farmers and herdsmen had relatively high purchase intention for dairy products, and the types of dairy products purchased by farmers and herdsmen were mainly dairy products with a long shelf life such as milk tea powder and milk powder, and the types of purchase were relatively simple. The risk perception, quality level trust, government supervision trust and brand trust of farmers and herdsmen on the quality and safety of dairy products significantly affected their purchasing behavior at 1% level through purchase intention. Among them, except that risk perception had a significantly negative impact on purchasing behavior, the other three factors all had positive impacts on purchasing behavior. Based on this, dairy enterprises should continue to work hard to improve product quality. Government should increase the intensity of dairy market supervision and continuously improve credibility and to improve publicity of the dairy consumption in rural areas to improve the confidence and cognition of farmers and herdsmen in dairy consumption and guide them to diversify the consumption of dairy products for the promotion of sustainable development of dairy industry in rural areas.