With the increase of adult diseases and a pandemic of new influenzas, consumers are reconsidering the value of food, and are recognizing Wild vegetables as a healthy food option. This study analyzes the decision factors of consumers who purchase Wild vegetables. The AHP (Analytic Hierarchy Process) methods developed by Satty are applied to the analysis. The results show that among the decision factors for purchasing Wild vegetables, the related factors, noted next, were more important than the purchase location or the acquisition of information, but the difference was not great. Among the related factors of Wild vegetables, the nutritive component that is healthy and good taste, are more important than freshness, cultivation type or price. The taste, in particular, is 4 times more important than the price. Regarding the purchasing sites for Wild vegetables, this study showed that reliable acquaintances, visiting the production area and the traditional markets are more important than super markets (department stores) or the Internet. For acquiring information on Wild vegetables, word-of-mouth is more important than newspapers or TV and radio.