Abstract: 【Objective】 This study aims to deeply analyze the current situation, consumer behavior, and existing problems of the vegetable consumption and circulation market in Urumqi, and propose countermeasures and suggestions to promote the healthy development of the market. 【Methods】 Through market research and questionnaire surveys, data on prices, supply, trading volume, and variety diversity of the five major vegetable wholesale markets in Urumqi were collected, as well as 160 questionnaires on consumer behavior and market cognitive preferences of Urumqi residents. 【Results】 The vegetable market in Urumqi has seasonal characteristics, with frequent price fluctuations influenced by climate and geographical location.In summer, local vegetable supply is the main source, while in winter, it relies on supply from outside Xinjiang.market research shows that vegetables from outside Xinjiang account for a relatively high proportion of vegetable trading volume.The consumer survey results indicate that community government vegetable stores are the preferred place of purchase, and consumers value the quality and price of vegetables more.Meanwhile, consumers are dissatisfied with the price and quality of vegetable sales. 【Conclusion】 The vegetable circulation market in Urumqi needs to be optimized and improved in terms of multi-level market system construction, degree of circulation organization, and consumer satisfaction.It is recommended to strengthen the construction of the market system, improve circulation efficiency, enhance consumer recognition of new sales platforms, and increase consumer satisfaction by improving vegetable quality and price transparency.