Mongolian cashmere industry has substantially supported income and employment for over 30 percent of Mongolian population in the past 35 years and this industry maintains its herders’ traditional lifestyle and preserves Mongolian culture. On the other hand, there were around 400 thousand international tourists traveled to Mongolia every year in the past decade and the number is increasing dramatically. However, the relationship between international tourists’ purchase intention and actual behavior towards Mongolian cashmere products, especially mechanism of tourists’ actual behavioral control (i.e. price, country of origin, material, and design) has gained too little attention previously. In view of this, the main purpose of this research is to investigate the relationship mentioned above. Based on empirical analysis of 310 samples, we found that price can replace the actual behavioral control variable on the Theory of Planned Behavior (TPB) which indicates that the price can exert influence on the relationship between purchase intention and actual behavior. In particular, when price integrated with the purchase intention, the predicting power of these two variable increases on actual behavior. The study concluded that concern on price as an efficient tool to compete Mongolian cashmere industry into the international market. Hopefully, this research may provide the modest constructive reference with empirical evidence to the related organizations for developing Mongolian cashmere industry and its international tourism.
