The research was conducted to analyze the relationship between country-of-origin image, informational search intention, and imported fruit purchase intention of Vietnamese consumers. The data were collected from a survey of 259 consumers in two major cities in Vietnam, which are Ho Chi Minh City and Can Tho City. The results of the Structural Equation Modeling method (SEM) show that the product knowledge and product attachment have a positive effect on the country-of-origin image of the imported fruit. Besides, the imported fruit's country-of-origin image actively influences the informational search intention of consumers. Therefore, it promotes Vietnamese consumers’ imported fruit purchase intention.