This paper analyzed the effect of consumer's health concern on purchasing behavior of nvironmentally friendly agricultural products using "Food Consumption Behavior Research in 016" statistical data. A simultaneous bivariate ordered probit model is applied as an analytical odel to consider the endogenous generation of variables.The results of analysis indicate that the higher the interest of health, the higher the purchase requency of environmentally friendly agricultural products. In addition, the higher the age of 40 r older, the higher the level of education, the higher the frequency of purchase of environmentally riendly agricultural products. Consumers who considers food quality as the most important factor re more likely to purchase environmentally friendly agricultural products. In the case of income, he result showed statistically significant health interest as the income level increased, but it did ot have a statistically significant effect on the environmentally friendly agricultural products urchasing frequency model. Also, consumers who have a positive perception of environmentallyfriendly agricultural products consumption have higher frequency of buying environmentally friendly agricultural products.