The purpose of this study is to empirically analyze the relationship between online food consumers' interest in the environment and materialism, focusing on the value-belief-norm theory that has been applied in various ways to investigate environmentally friendly behavior and has been effectively proven in identifying environmentally friendly behavior. In order to understand the impact of online food consumers' environmental interest and materialism on eco-friendly behavior, consumers who purchase food online at least once a month were targeted. Adults over 20 years of age were targeted, and non-probability sampling was used. Descriptive statistical analysis, factor analysis, and structural equation models were used to test the hypothesis. The results are as follows. Environmental interest and materialism were found to have an effect on values, and value was found to have an effect on beliefs, norm, and norm affected eco-friendly behavior, but materialism did not affect eco-friendly behavior.