To determine the level of awareness, behavior of using safe vegetables in Thainguyen city, the study through direct survey questionnaires with 252 households was done. Results of the study indicated that the consumers’ understanding level of the safe vegetables is limited with only 36,5% of consumers have good understanding about safe vegetables. Only 44,0% of surveyed households have bought safe vegetable, and the rate of safe vegetable used in everyday meals was only about 11,5%. Currently, high prices and incredible quality and limited distribution places are the main factors hindering buying decisions of consumers. However, up to 86,9% of the respondents are willing to pay more if the vegetable is truly safe, and the level of payment is higher than 50%, so Thainguyen city can be potential market in the future.