This research proposes to investigate the effect of factors such as: social awareness effects, green consumer values, consumer innovativeness, and health consciousness in relation to consumer’s attitude towards the environment. The population sample totaled 1,231 consumers consisting of 614 consumers who had purchased and consumed environmentally friendly food products and 617 consumers who had never consumed environmentally friendly in Thailand. Purposive sampling was used in this research. The data were collected by questionnaire and face to face interviews of consumers between 21 – upper 60 years old. The results were found that consumers, who had purchased and consumed environmentally friendly food products, have significant social awareness, green consumer values, consumer innovativeness, and health consciousness. These factors related to consumers’ attitude toward environment of the environmentally friendly food products. On the other hand, consumers who had never purchased and consumed environmentally friendly food products were significantly aware only of green consumer values and health consciousness. These were related to consumers’ attitude toward environment of the environmentally friendly food products. The results of this study highlighted the marketing strategies suitable for each type of consumers in Thailand.