The purpose of this study is to analyze the effect of consumption value on purchase intention of eco-friendly food. This study examined five variables(attitude, subjective norm, perceived behavior control, prior knowledge, and price sensitivity) as an explanatory variable influencing the purchase intention by applying the expanded theory of planned behavior, and also investigated the influence of social and practical values on attitude and purchase intention. We studied the mediating effect of attitude in the relationship between consumption value and purchase intention. Our research model is validated using data from 239 consumers in Korea. For the data analysis, we used SPSS 26.0 and AMOS 26.0 to perform SEM(structural equation model). The results of the study are as follows. First, it was found that customer value had a positive effect on attitudes, but did not directly affect purchase intention. Second, the mediating effect of attitude was analyzed using bootstrap. As a result of the study, it was confirmed that attitude plays a mediating role between consumption value and purchase intention. Third, attitude, subjective norms, perceived behavioral control, and price sensitivity affect purchase intention, while prior knowledge did not affect purchase intention. This result indicates that psychological variables such as consumption value play an important role in the ETPB(extended theory of planned behavior) model. The findings have theoretical implications for understanding the variables that affect purchase intention of eco-friendly food, and practical implications for producers, community members, and marketers of eco-friendly foods. The limitations and future research directions were also discussed.