Purpose The purpose of this paper is to examine the role of consumer ethnocentrism, country image, functional food image, subjective knowledge and health consciousness in predicting purchase intention of imported functional foods using the theory of planned behavior. Design/methodology/approach A total of 361 Chinese consumers from 20 to 60 year old who have purchased Korean functional foods participated in this study using an online survey. Structural equation modeling was performed to examine the hypotheses. Findings Consumer ethnocentrism had a negative effect on the intention to purchase Korean functional food, but the image of Korean functional foods, subjective knowledge and health consciousness positively affected intention to purchase Korean functional foods. Country image had a positive effect on the image of Korean functional foods. Attitude and perceived behavioral control had a positive effect on the intention to purchase Korean functional foods. Originality/value This study combined social and personal factors to explain Chinese consumer intention to purchase imported Korean functional foods.