The objective of this paper is to analyze consumers" consumption behavior of environment-friendly mandarin and attributes of mandarin in Korea. It is also to measure consumers" marginal willingness to pay by the attributes of mandarin and to estimate the market-share by products of mandarin from the data surveyed by a survey research company. The questionnaires for consumers were given randomly by interview to 500 married women lived in Seoul and to 200 wholesaler in Seoul, Busan, Daegu, Kwangju. The conjoint analysis method was used to analyze consumers" preference and suggest several implications for the rational production and marketing policy of mandarin.