Vegetable is common term for foodstuffs of plant origin that usually contains high moisture content and are consumed in a fresh condition or after processed minimally. Vegetable is important comodity in health eating pattern. Vegetable which is enough consumed can help to protect body from any diseases. This research aims to get to know the consumers’ characteristic, motivation, and behavior who buy fresh vegetables in Superindo Godean modern market (which is located in Yogyakarta City). The location is determined purposively and the sample collecting method used in this research is Non Probability Sampling and insidental sampling. In this research, the sample used is consumers who were shopping fresh vegetables in Superindo. The total sample used is 40 samples. The research result shows that the respondent characteristic who are willingly to interview is generally married women at the age of 25-50, who work as housewives with the recent education of bechelor degree or Diploma and the salary is ≤ 2 millions rupiah. The total family member is 3-4 people. The decision making process of buying in step of introduction of fresh vegetable need, consumers feel it is very important in consuming fresh vegetables and the advantages they get such as the nutrition and health. In the step of information searching, the imformation source was obtained based on the family. In the alternative evaluation step, the consideration to buy fresh vegetables were physical attribute (freshness, cleanliness, brightness, color). In the step of buying vegetables, it is done as planned, they still buy vegetables although the price is increasing and the they are loyal to buy other kinds of vegetables in Superindo Godean Modern Market In Yogyakarta City if the vegetables they need are not provided. The consumers buy the fresh vegetables once a week and the kinds of vegetables consumed are mostly in leaf vegetables. The consumers are motivated to buy fresh vegetables in Superindo Godean Modern Market In Yogyakarta City because they consider the price, freshness, cleanliness, color, brightness, and packcag