There are two main purposes of this study. One is to grasp substitute items for the fruits cultivated in greenhouse. The other is to grasp the consumer's preference and present its implication for fruit production in Korea. The items studied include grapes and tangerines. For the study method, a consumer survey for urban households was conducted. The survey result reveals that greenhouse-cultivated grape tends to be substituted with watermelon, peach, and tomato. And the substitute items of greenhouse-cultivated tangerine are orange, watermelon, peach, and tomato. The consumer's satisfaction in the quality of greenhouse-cultivated fruits is generally high.