The chili pepper is a staple agricultural product in dietary life and accounts of a great portion in the amount of agricultural production in Korea. The chilli pepper as an essential material item of foods is a highly sensitive product for consumer in terms of safety. In this article we examined consumers’ perceptions on pepper food, and explored their willingness to purchase and preferences toward both imported and chinese chilli pepper. The results show that there is a positive relationship between consumers’ purchase attitude of chinese chilli pepper or chilli powder and purchase amount for imported pesticide-free chilli powder. It is shown that experiences to purchase imported chilli pepper and chilli powder have a positive effect on purchase of imported pesticide-free chilli powder. As consumers are aware of a high price of chinese chilli powder, their purchase amount for imported pesticide-free chilli powder is evaluated low.