Abstract: The aim of this study is to determine why consumption of safe vegetables1) remains low despite Vietnamese consumers` wish to consume safe vegetables for the sake of good health. Multiple regression analysis was applied to analyze socio-economic factors that may influence the consumption of safe vegetables. Results showed that price, income, education, age and the number of presence children in a family significantly affected the consumers` decision to use safe vegetables. This study also revealed that there are many issues involved in the consumption of safe vegetables such as: consumers did not know well or trust the quality of safe vegetables; the price of safe vegetables is too high. Therefore, lowering the price; controlling the quality of safe vegetables; educating both producers and consumers about food poisoning and its effects would help to promote the consumption of safe vegetables.