Shading of a site other than a site of interest is disabled to allow construction of a visually good three-dimensional image even when the site other than the site of interest is displayed in a translucent manner. An ultrasound diagnostic apparatus in the present invention includes a transmitting section that sends an ultrasonic wave to a diagnosing object via an ultrasound probe, a receiving section that receives a reflected echo signal from the diagnosing object, a three-dimensional elasticity image constructing section that performs volume rendering with shading on elasticity volume data with an elasticity value based on the reflected echo signal to construct a three-dimensional elasticity image, and an image display section that displays the three-dimensional elasticity image. The three-dimensional elasticity image constructing section performs the volume rendering using an elasticity opacity according to the elasticity value and disables the shading of a portion with the elasticity opacity with a predetermined value.
