The data presented in this article capture purchase behavior of certified rice of 199 urban Vietnamese consumers, surveyed in August 2016. The dataset captures behavioral outcomes in terms of rice purchase as well as factors that affect purchase behavior such as psychological and socio-economic determinants. The data not only contribute to generating a better understanding of the drivers of purchase behavior towards certified rice, but also provide insights into the inclusiveness of consumer access to food safety for staple crops such as rice in Vietnam. Our data and survey instrument may serve as a reference for other developing countries with a similar context and facing similar challenges.
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