This research investigates consumers’ stated attitudes and behaviors towards plastic bag consumption in Hanoi wet markets. The project leveraged a stated preference survey (SPS) and background demographic survey of the consumers at two wet markets to run a linear regression and determine the “value” that the general Vietnamese population places on plastic bags compared to alternatives. Altogether, the demographic survey gathered 163 responses and SPS 235 responses. The SPS provided survey respondents with four different options to store the vegetables they bought in the wet market: plastic bag, paper bag, ecofriendly tote bag, or a reusable bag. Four different attributes (price, volume item can hold, weight item can hold, and the number of times item can be used) and their respective levels were presented. The analysis (p<0.05) showed that price and functionality are the two most important actors in deciding whether a consumer would use a plastic bag or an alternative at the wet market. For each additional unit kilogram that an item, could hold, the probability of a person purchasing that item decreased by 3.21%. On the other hand, a unit increase in price (measured in VND) decreased the probability that a person would purchase the item by 0.0001178%. Ultimately, despite the current excessive use of plastic bags, the general Vietnamese demographic (91%) demonstrated a shift or a desire for a shift towards the adoption of plastic alternatives.