However, this result shows that quality labels and certifications can be adopted as a promising communication tool by rice producers and retailers to boost consumers’ trust and confidence in certified rice thanks to the increasing reliance of Vietnamese urban consumers on rice quality labels when they make their rice purchasing choices.

Food quality labels
Vietnamese Good Agricultural Practices (VietGAP) and Global Good Agricultural Practices (GLOBALG.A.P.) are considered “sustainability-related labels” because they certify that a product has been produced in compliance with the three dimensions of sustainability (ecological, economic and social) that ensure the protection of the environment, the welfare of the farmers and the safety of the consumers. Hazard Analysis and Critical Control Points (HACCP) is considered a “food safety-related label”, while organic labels can also be considered “sustainability-related labels”, but with more emphasis on synthetic agrochemical-free production methods and food safety.


Does sustainability matter?

If quality labels and certifications are to be used as an effective communication tool not only to respond to consumers’ demand for safer, higher-quality and better-value rice, but also to encourage farmers to adopt more sustainable rice farming practices, there is then the need to investigate which rice quality labels Vietnamese consumers are already familiar with and whether Vietnamese consumers are interested in and recognise the value of rice that is produced following sustainable production standards.