This paper examines the impact of reliability on consumers’ demand for environmentally friendly agricultural products using ordered logit model. We survey 100 housewives living in the capital region and five metropolitian cities cross sectional data in 2007. This paper especially estimates the impact of instrumental factor, such as history tracking system, provision of information, safety assurance and labelling of brands on the consumers’ demand. The main results show that provision of information and safety assurance affect consumers" demand more confident than others. In order to motivate consumers to buy more environmentally friendly agricultural products, the safety should be assured and more information on production and marketing channel should be labelled.