Today, the main food quality labels that can be found in the Vietnamese rice market are VietGAP, GLOBALG.A.P. and HACCP. Organic certified rice is also available in the Vietnamese market, but since Vietnam lacks a national certification system for organic food especially for specific product categories, Vietnam organic rice is certified according to standards which are recognised by external organisations, such as the United States Department of Agriculture (USDA) and the European Union (EU).

The quality label most Vietnamese consumers are familiar with is VietGAP, which consumers mainly get to know from TV news and health programmes and information provided by the supermarkets. Although VietGAP is already considered a “sustainability-related label” because it covers the three dimensions of sustainability (ecological, economic and social) in food production, the research shows that Vietnamese consumers mainly associate the VietGAP label with food safety, hence ignoring other sustainability aspects that the certification covers.