The purpose of this paper is to evaluate the economic valuation on improving the environmental quality of environmentally friendly agri-culture by using the dichotomous choice contingent valuation meth-od (DC-CVM). The analytical data were collected from a survey on the willingness to pay for improving the environmental qualities in Hongsung county in Chungnam province. The empirical result shows that environmentally-friendly agriculture has made contributions in improving the environmental qualities with respect to the con-servation of water and soil, and species and ecosystem diversity in addition to stimulating agricultural production.