This study examined the evaluation of Mongolian cashmere products by foreign tourists visiting Mongo-lia, purchase motivation, and purchase intention by nationality as well as analyzed factors that affected pur-chase intentions. Questionnaires were distributed in Ulaanbaatar from July 25th to September 3rd, 2012. We collected 626 questionnaires and used 616 copies in the final analysis (149 from Koreans, 128 from Japanese,119 from Russians and 220 from English-speaking countries). Awareness about Mongolian cashmere pro-ducts and purchase intentions differed significantly by nationality. Purchase motivations were divided into3 factors- usefulness, mood shift, gifts and souvenir. Evaluation of cashmere products consisted of 5 factors-product excellence, uniqueness, ostentation, economic value and fashionableness. Purchase motivation and evaluation differed significantly by nationality. Purchase intention was significantly related to awareness prior to visit, product excellence, usefulness, gift/souvenir motivation factors, and nationality.