Main Article Content
The developeding economic environment leads to consumers‟ changes in choosing silk types. However, consumers' comparison between traditional silk with high cost and industrial silk at low prices is unclear. This research aims to explore the factors that influence to choose the B‟Lao silk to provide enterprises with appropriate production and business orientations. The study was conducted through a survey of 226 consumers who have used B‟Lao silk at supermarkets and shops. Analysis of research results through PLS-SEM model with Smart PLS. The results showed that affecting factors to choose B‟Lao silk selection from high to low: marketing, influence group, psychology, information and brand. The research results enable businesses to increase consumer‟s choice of B‟Lao silk.