Based on social identity theory and the theory of planning behavior, the influence mechanism model of social identity on the intention for removing commodity label information was constructed, with the corresponding questionnaire developed owing to the inconsistency between consumer’s social identity and commodity label information. The data from 326 samples were tested in reliability and validity, and the fitting test for the structural equation model of the survey data and hypothesis model were conducted by software of SPSS22.0 and AMOS17.0. The results showed that with the inconsistency between social identity and commodity label information, consumer’s social identity could significantly affect the intention for removing commodity label. The mechanism worked by positively affecting the attitude, subjective norm and perceived behavior control, and then further influencing the intention for removing the commodity label.