The objective of this study is to determine the product attribute factors affecting the willingness to pay (WTP) of consumers for organic oranges, as well as analyze consumer preferences for each organic orange attribute through their willingness to pay. The choice experiment method (CE) is used to analyze household organic orange consumption behavior and survey data from 413 households in the center of Long Xuyen city, Cao Lanh city, Rach Gia city and Can Tho city, representing the Mekong Delta region of Vietnam, from March 2022 to May 2022. The conditional logit (CL) is applied to estimate the willingness of consumers to pay for product attributes. The findings demonstrate that parameters including organic content, the label of organic certification, product traceability, the eco-label, and quality grade have a beneficial impact on customers' willingness to pay for organic oranges. Additionally, the utility of customers is negatively impacted by price and domestic origin. In conclusion, CE can be applied in the fields of business and marketing to predict market behavior and needs, identify potential markets, and design optimal products. Its strengths in these areas include estimating potential prices for properties, benefits for multiple scenarios, and the extent of customer demand for alternative products. By stating, purchasing, or choosing an option that consumers like best, they reveal their preferences to the researcher