The main purpose of this study was to investigate factors affecting willingness to pay for geographical indication certification of Sangyod Mueang Phatthalung Rice by randomly surveying 400 rice consumers in Bangkok Metropolitan Region. The results revealed that the subjects were mostly females, 37.5 years old on average, single status, Bachelor’s degree or equivalent, and had average income of 41,250.81 baht per month. The behaviors of subjects mostly had rice three times per day and buy packed rice once per month at general stores. Most of the subjects had not previously known, tried or bought Sangyod Mueang Phatthalung or Geographical Indication certified rice. Results analyzed with logistic regression showed that factors positively affecting geographical indication certification of Sangyod Mueang Phatthalung Rice at a significant level of 0.01 were: placing importance on labeled certified by government agency and placing importance on increasing Thai farmers’ income. Therefore, communicating labels certified by government agency and being able to increase Thai farmers’ income should be emphasized to target consumers.