The paper aims to examine the impacts of product familiarity on the intention of customers in purchasing frozen pangasius products in Ho Chi Minh City, Vietnam. Quantitative surveys were conducted, in which 300 valid responses were used for data analysis. Based on previous studies in consumer behaviors, five hypotheses to test the effects of familiarity on behavioral intentions of purchasing pangasius products were proposed, which were implemented by structural equation modeling (SEM) technique. The data analysis showed that three independent factors (i.e. product knowledge, product involvement, and social-environmental impacts), except information approach, are positively correlated with product familiarity, which also plays an essential role in identifying the behavioral intention toward pangasius products. Furthermore, the empirical results also demonstrated that gender and age have no impact on consumers’ behavior intentions. The results from this research could benefit for the aquaculture industry, especially business enterprises. Furthermore, this study provides a wide view to recognize the influences on behavior intentions towards frozen pangasius products in Ho Chi Minh City, Vietnam.