Since biodiversity conservation is one of the most important aspects of multifunctionality in agriculture, consumers may be willing to pay a higher price premium for the products with environmentally friendly farming techniques to preserve biodiversity. Aiming to analyze the impacts of biodiversity on the market price of agricultural products, this paper applied the choice experiment method to assess consumers' preferences for environmentally certified rice, labeled 'crane friendly farming', proposed in Tram Chim National Park, one of the 8 important bird areas of Vietnam. Our results indicated that majority of Vietnamese Mekong Delta consumers accepted to buy the proposed environmentally certified rice. They were willingness to pay a premium of VND 11 for one kilogram of environmentally certified rice helping an additional crane number and VND 1,360 for a 100% increase in biodiversity level while their implicit price for the rice cultivation without chemical pesticides (organic rice) was VND 5,960, accounted for about 60% higher than the price of normal rice.