The objective of this study is to analyze the willingness to change into organic blueberry and the activating strategies on domestic products. For the activation of domestic blueberry, it is necessary to get the quality certification, especially organic certificate and develop the technology for increasing production. It is investigated that the smaller product, younger farmer and higher price expected, the higher willingness to change into organic blueberry. The results and finding of this study can be used to build-up the technical and marketing supporting system that reflects the rapid change of customer’s preference on blueberry.