This research is conducted to examine the process from the intention to purchase life insur-ance among people in two major cities of Hanoi and Ho Chi Minh City in Vietnam, based on the theoretical framework of theory of planned behavior. The study is conducted in Hanoi and Ho Chi Minh City in Vietnam through an online questionnaire of 358 people. Based on the data collected, the study used Cronbach’s alpha, exploratory factor analysis, KMO and Bartlett’s test and regression analysis by using SPSS software. The results show that life insurance buying behavior was influenced by purchase intention, attitudes, financial insight and product accessibility. Moreover, it was recognized higher weight of financial literacy and product accessibility in life insurance buying behavior. The research determined that financial knowledge could promote buying intention to actual purchase behavior in the life insurance area.