African Indigenous Vegetables (AIVs) are mostly leafy vegetables traditionally grown throughout Africa. Since they are domesticized versions of wild plants growing naturally throughout the continent, they are excellently adapted to the climate of the region they are growing in. Furthermore, they are rich in minerals and micronutrients and have therefore a large potential for alleviating hunger and malnutrition in Africa. Although they have a significant role in the traditional diets of many countries, economic development and change of values challenges the use of these vegetables. Little is known about consumer attitudes towards AIVs. Therefore, we analyse determinants of AIVs demand based on a consumer survey in Zimbabwe. The survey was conducted in four districts of varying prevalence of food insecurity. We analyse the relationship between household income and AIVs consumption. Second, we examine the effects of the geographical location of the household as an indicator of the socio-economic environment it is living it. Third, we explore consumers’ attitudes. Regions of lowest economic development and highest food insecurity show highest levels and variations in AIVs consumption. AIVs consumption rises the lower the income and the higher the age of the respondent is. Only for AIVs species play a significant role in consumption in Zimbabwe; these are Spider flower, Pumpkin, Cowpea and Okra. Socio-economic factors like age, income determine the quantities of the consumption of AIVs.