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Farmer psychology has been formed in line with the historical periods of Vietnamese society. This has exerted a great influence on the production and daily activities of farmers. This study aims to identify the psychological changes of Vietnamese farmers in the context of Vietnam’s implementing market mechanisms on three aspects: Farmers’ perceptions, emotions and behaviors. Our research results show that the majority of farmers in the survey have shown a change in awareness. They recognize the need to produce products that are marketed instead of consumed as before. Farmers today are no longer intimately attached to their fields and hometown as in the past. They are willing to do other jobs and go to other places with better incomes. Their behavior has shifted from subsistence production to commercial production