This research was conducted in order to compare the behavior and perception of traditional
market shoppers in urban and rural areas of the Mekong River DeltaVietnam. Primary data was
collected from 400 market-shoppers in Can Tho representing urban areas, including 3 markets,
namely Cai Khe, O Mon, Co Do; and An Giang province, representing the rural areas including
four markets, namely Chau Doc, Tinh Bien, Tri Ton, and Long Xuyen. Comparative methods,
the Likert scale, T-test, and linear regression model were employed to evaluate and compare
the behavior and perception of market shoppers between urban and rural areas and identify the
determinants affecting post-translational cognitive change. Interestingly, the results reveal that
the level of application of hygiene and safety practices at the market before the pandemic was
higher in urban areas than in rural areas, whereas after the pandemic was higher in rural areas
than in urban areas. There are two main factors affecting the change in awareness after the
Covid-19 pandemic: the degree of application of pandemic prevention and control measures by
market shoppers and the favorable factor for pandemic prevention and control at the market.
Based on the results of this research, the authors propose different management solutions to
match the differences between urban and rural areas in order to improve the effectiveness of
these measures in disease prevention in the future