The consumption of high-quality products tends to increase as economies develop and incomes rise. This study investigated the consumption patterns of specialty rice in Vietnam. This study explored the factors affecting specialty rice consumption. The study’s data was collected from 9.104 households through the 2018 Vietnam Household Living Standards Survey. The statistical analysis revealed that 13.95% of Vietnamese households consume specialty rice. The probit model showed a positive correlation between income levels and the likelihood of consuming specialty rice. Additionally, the ordinary least squares model demonstrated a positive relationship between income levels and the quantity of specialty rice consumed. These findings underscored the importance of implementing programs that promote the production and consumption of specialty rice to enhance the value of Vietnam'srice industry.