Based on the theory of marketing ethics and theory of planned behavior, this paper empirically tests the direct effects of salespersons’ judgment, organizational connivance and perceived choice freedom on their behavioral intention of gray marketing，and the moderator effects of perceived choice freedom from the seller’s standpoint. This study comes to the following conclusions: ①salespersons’ judgment on unethicalness of gray marketing has negative impact on salespersons’ intention to adopt gray marketing; ② organizational connivance increases salespersons’ intention of gray marketing practice; ③ salespersons’ perceived choice freedom not only has direct and positive impact on salespersons’ intention to adopt gray marketing, but also moderator or enhance the relationship between salespersons’ judgment on unethicalness of gray marketing and their intention to adopt gray marketing and the relationship between organization’s connivance and salespersons’ behavioral intention of gray marketing. Finally, the implications of the findings are suggested.