Abstract : The article's principal objective is to analyze characteristics of consumers' purchasing behavior towards imported fruits in Urbans Hanoi, Vietnam. The study is based on a random survey of 339 consumers in urban areas in Hanoi, concentrated on a large high-income population and high consumption demand. The results illustrated that consumers' purchasing behavior toward imported fruits is different from that of local fruits. They were buying imported fruits to eat and for other purposes such as using them as gifts and visiting patients. Supermarkets and convenience stores are the places that were been the most choices to buy. There are five factors impacting the purchasing behavior of consumers toward imported fruits including Product Attributes; Packaging; Origin; Perceived price and Subjective norms. In addition, the factor of Product Attributes and Packaging the most strongly impacted the purchasing behavior of consumers toward imported fruits. Finally, they were the factors that consumers were the most considering to deciding to buy. This research has significant theoretical and managerial implications. Local and international marketing professionals who wish to investigate the expanding consumer market in Vietnam can find the study’s findings extremely useful. Moreover, the outcomes of this search enrich the existing body of consumer behavior literature, which is helpful for future researchers.