But how can Vietnamese consumers be assured that the rice they are buying is safe, healthy and of high-quality? Quality labels and certifications are one of the most effective communication tools that can boost consumers’ trust and confidence that certified rice has been produced according to specific standards that assess rice quality and safety. However, for quality labels and certifications to work, it is important that consumers are familiar with them and understand the quality aspects that each label certifies.

A follow-up study of the same research conducted with consumers in Ho Chi Minh in June this year reveals that Vietnamese urban consumers are getting more familiar with quality labels and certifications, and look for them among the information provided on the rice package about the safety and the quality of rice. Yet, familiarity with quality labels still does not translate into understanding other quality aspects that each quality label certifies.