This study derives a cognitive structural relationship model capable of predicting the consumer's purchase intention, focusing on the relationship between service quality, overall service quality, perceived value, and purchase intention, to understand consumers of eco-friendly agricultural products, and examines the control effect of gender and education Was reviewed. As a result of the study, the perception of safety, health, environmental friendliness, and familiarity of eco-friendly agricultural products has a positive (+) effect on the overall service quality, and the overall service quality has a positive (+) effect on functional, emotional, and altruistic values, and functional, It was found that emotional and altruistic values had a positive (+) effect on purchase intention. As a result of mediating effect analysis, it was found that safety, health, and familiarity had a positive (+) effect on purchase intention through the mediation of overall service quality and perceived value, but environmental friendliness showed no mediating effect on purchase intention. In the causal relationship of environmentally friendly agricultural products perception, it was found that the regulating effect of education was significant, but the gender did not. The results of this study suggest that a comprehensive structural model for consumer perception of eco-friendly agricultural products is proposed, and the important factors predicting the overall service quality of eco-friendly agricultural products consumers are safety, health, and familiarity, and important value factors predicting consumer purchase intentions.