The study used reasonaction theory that raised by Fishbein from Ajzein, aims to know the attitude, subjective norm, and consumer interest toward the purchasing of the yams. The study did in Pasar Telo Karangkajen, Yogyakarta with the total of the sample are 52 respondents that was taken used Insidental sampling technique. The study result indicate that the consumer attitude toward the purchasing of yams in Pasar Telo Karangkajen got score 149.50 that include in good category. Subjective norm of the consumer toward the purchasing of yams in Pasar Telo Karangkajen got score 35.31 and include in netral category. Consumer interest toward the purchasing of yams in Pasar Telo Karangkajen got score 3.81and include in high category.