This study has practical significance for the implementation of pandemic
prevention measures for policy-makers and stakeholders in the post-translational new
normal. The research aims to analyze the determinants of the self-protection behavior
of traditional market shoppers in the COVID 19 pandemic. Research data were
collected from 400 traditional market shoppers in Can Tho city (at three traditional
markets including Cai Khe, O Mon, Co Do) and An Giang province (4 markets
including Chau Doc, Tinh Bien, Tri Ton, and Long Xuyen). T-test, Likert scale,
Exploratory Factor Analysis (EFA), and regression model were employed to analyze
and compare the behavior of market shoppers in the two periods before and during
the COVID 19 pandemic. The findings reveal a difference in the level of application
of prevention measures when the pandemic occurs, showing that people are pretty
compliant with regulations and have a sense of self-protection. In addition, there is no
significant difference between Can Tho and An Giang. The analysis results also
indicate that the determinants of self-protection behavior of market shoppers include
four factors, namely (i) knowledge of pandemic prevention, (ii) attention and
observance of pandemic prevention regulations at the market, (iii) the number of
preventive measures applied, and (iv) the responsibility of the government and the
information from the media.