This study aims to build scales of customer perceived value of safe vegetable in Hanoi market. By qualitative research method including expert and customer interviews combined with test analysis through SPSS 24 andAMOS 24 software, the research proposes a customer perceived value scale with 4 basic elements including (1) Perceived functional/quality value
(2) Social value
(3) Emotional value and (4) Economic value. This finding helps to establish a highly reliable research scale that is suitable for Hanoi market so as to assist businesses in improving the effectiveness of marketing management and expanding market for safe vegetable. Keywords customer perceived value, safe vegetable, Hanoi market, market expansion, Tóm tắt tiếng anh, This study aims to build scales of customer perceived value of safe vegetable in Hanoi market. By qualitative research method including expert and customer interviews combined with test analysis through SPSS 24 andAMOS 24 software, the research proposes a customer perceived value scale with 4 basic elements including (1) Perceived functional/quality value
(2) Social value
(3) Emotional value and (4) Economic value. This finding helps to establish a highly reliable research scale that is suitable for Hanoi market so as to assist businesses in improving the effectiveness of marketing management and expanding market for safe vegetable.