This study applies conjoint analysis in order to evaluate consumer preferences for the product attributes of apple and it aims to forecasting the importance of the product charachter and attribute levels. In addition, environmental awareness of consumers, and environmentally friendly consumption behavior researched. A previous study by Manola (1990) has shown conjoint analysis provides results that might not be obtained from a survey where respondents are asked to directly state their assessment of the importance attributes. The results give us information about the trade-offs that consumers make between price, crispness, size, flavor, color of apple. According to the conjoint analysis results and the survey findings price is an important attribute that consumers take into account during the decision process of buying apples. The results show that price is the most critical attribute; it is almost twice as important as the second critical attribute which is color.