Japan's “Food with Function Claims” labeling system has been established since April 2015. The purpose of this paper is to clarify purchase intention and price acceptability of “Vegetables with Function Claims” from consumer consciousness. Ordered probit analysis was applied to data from a questionnaire survey administered to 1000 women ranging in age from 20 to 69 years old and living in the Tokyo metropolitan area. This analysis found health consciousness, information sensitivity, and anti-convenience consciousness to be the main factors that affect purchase desire for “Vegetables with Function Claims.” Furthermore, an analysis of the acceptable price of “Vegetables with Function Claims”, performed using a price sensitivity measurement (PSM) approach, confirmed that intensity of desire to purchase “Vegetables with Function Claims” and health consciousness may positively affect the acceptable price of “Vegetables with Function Claims.” However, it has also been shown that grade and intensity of information sensitivity and anti-convenience consciousness may not affect the acceptable price of “Vegetables with Function Claims.”