The objective of this study is to determine the influence of consumer characteristics and perceptions on the willingness to buy and estimate the willingness to pay (WTP) for organic oranges in urban households in the Mekong Delta. The study uses the direct pricing method, which is the contingent valuation method (CVM), to estimate WTP. The survey results of 413 households showed that income, education level, food safety awareness, environmental awareness, and the presence of children and elders in the family positively affect WTP for organic oranges. Conversely, price and family size negatively affect WTP. Consumers are willing to pay an average of
81,000 VND/kg for organic oranges. Academically, the research results explain more clearly the value and rationality of the Stimulus - Organism - Response (SOR) model when applied to a specific organic fruit industry in the context of a developing country like Vietnam, specifically the Mekong Delt