<p>The Mekong Delta, Vietnam's "rice bowl", is critical for national food security. However, conventional rice production practices often rely heavily on fertilizers and pesticides, raising concerns about rice contamination and consumer health. Organic rice is often considered a safer alternative. Although this has never been conclusively proven, organic rice comes at a premium price, limiting its accessibility. This study investigates consumers’ willingness to pay for safe and sustainable rice production in the Mekong Delta using the contingent valuation method with a double-bounded dichotomous choice format. A survey of 750 households in the Delta reveals that consumers are willing to pay a significant premium for rice produced with safe and sustainable practices. This price would be approximately 66.57% higher than the price of conventional rice. The analysis further indicates that consumers with a higher level of information about safe rice production methods and food safety, as well as those with higher incomes, are more likely to pay the premium. Additionally, the relationship between age and willingness to pay exhibits a U-shaped pattern, with a decrease in willingness to pay until an age of about 45&#xa0;years, followed by an increase in willingness to pay.</p>