The study was conducted to identify factors affecting the collective trademark building intention of fruit farming household in Phong Dien district, Can Tho city. The data was collected through a survey of 205 fruit farming households using stratified random sampling. Using the Structural Equation Modeling (SEM) approach, the study found that the collective trademark building intention was affected by four factors: benefit - cost, assistance, intangible resources and tangible resources. In particular, the cost-benefit element has the strongest influence on the collective trademark building intention of the fruit farming households.