Promoting the effective adoption of sustainable rice farming in Vietnam may require a collaborative approach towards sustainability where consumers can become a key driver of change. To address this issue, it is important to investigate Vietnamese consumers’ demand and find market-driven solutions to effectively engage them in the transition towards more sustainable rice value chains.

Quality labels and certifications to respond to urban consumers’ demand

Recent research carried out in two big cities in the south of Vietnam, Ho Chi Minh and Can Tho, in 2015 and 2016, shows that the main drivers of Vietnamese urban consumers’ rice purchasing behaviour are: sensory and convenience aspects of rice, food safety and health concerns and price. In other words, Vietnamese consumers look for rice that fits their preferences and that is not only safe and healthy, but also of high-quality at an affordable price. Furthermore, the research highlights that Vietnamese consumers are becoming increasingly aware that through their consumption habits, they can contribute to protecting the environment and improving farmers’ welfare, although these factors come second when consumers make their rice purchasing choice.