This study was performed with 473 dwellers living in the cities, to study how purchasing intention was affected by the Korea important agricultural heritage system designation on Changwon sweet persimmon farming. This study identified the relationship between consumption value and purchase intention through Sheth's theory of consumption value. Functional, social, emotional, epistemic and symbolic values were all found to have a positive (+) effect on purchase intention, and among them, symbolic value properties were found to have the greatest impact. This study presents an important implication that emphasizing symbolism is most effective when establishing policies in the direction of promoting persimmon consumption in the Changwon area designated as Korea important agricultural heritage system.