[ABSTRACT] In the context of policy development in Thailand, the rice market has become more competitive both internationally and domestically. The income gap between rural and urban areas remains evident in the country, and establishing the value chainin the domestic market is one important means of contributing to raising incomes for farmers. Our study focuses on supply chain management, such as profitable connections with production, distribution, and consumption in the value chain. Clarifying consumer behavior, preferences for products and attitudes toward the supply chain is essential to make such means effective. This study conducted an internet-based survey and applied choice experiments to the rice purchasing behavior of consumers, who mostly live in urban areas and are categorized as upper income. We found; that 1） WTP for rice with vague product information is considerably lower compared with WTP for products of well-known brands, 2） product differentiation to attract consumers by disclosing specific producers can be effective in the case of fragrant rice that is a premium product, and 3） supermarkets and convenience stores dominate the market and are preferred to so-called wet markets and onlineshopping. This study implies taht 4） attributes not necessarily generated from the characteristics of the products themselves can induce different WTP and suggests that 5） consumer trust and familiarity with suppliers may play an important role for product brands and modern distribution systems.