The purpose of this study was to analyze the effects of food neophobia on food choice motives, such as health concern, weight control, ethical concern, and vegetable consumption. A total of 290 questionnaires were completed. Moderated regression analysis was used to measure the moderating effects of food neophobia. Results demonstrated Model 3 to be the best fit, compared to Model 1 and Model 2. In Model 3, the effects of health concern and food neophobia on vegetable consumption were statistically significant (p<0.01). However, the effects of weight control and ethical concern on vegetable consumption were not statistically significant (p>0.05). As expected, the combination of health concern and food neophobia had a significant effect on vegetable consumption (p<0.05). However, weight control and food neophobia, and ethical concern and food neophobia had no significant effects on vegetable consumption (p>0.05). Moreover, health concern related to vegetable consumption was statistically significant at all levels of food neophobia, except, when level of food neophobia was high (p<0.001). In developing and testing moderated regression models, which integrate relationship among food neophobia, health concern, weight control, ethical concern and vegetable consumption in the future, this study may provide a deeper understanding of the complex relationship among vegetable consumption behavior-related variables.