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Abstract
Organic farming is encouraged to mitigate the detrimental impact of chemical overuse in agricultural production on both environmental sustainability and human health. This study investigated the determinants influencing farmers' adoption of organic rice cultivation in the Phu Vang district of Thua Thien Hue province. Methodologically, empirical data were systematically collected from 147 rice-producing households in Phu Luong and Phu My communes. Logistic regression modeling reveals the positive influence of variables, including gender, awareness of selling prices, purchasing power for organic products, and perceived health benefits, on farmers' decisions to embrace organic farming while highlighting the negative impact of an undue focus on non-agricultural livelihood activities. In addition to amplifying discourse on the positive facets of organic farming, strategic interventions to enhance brand recognition and diversify distribution channels are recommended to ensure the sustainable development of organic rice production in the region.