Abstract: This article analyzes households’ choice on tea varieties in Vietnam by using a multinomial logit model. The modeling takes into account the issue of unobserved individual heterogeneity and the endogeneity of some explanatory variables (use of chemical and organic fertilizers). The results show that important factors influencing the decision to adopt one type of tea varieties include income, age, household size, farming contract, and use of organic fertilizers, but also membership of professional associations such as the Tea Association and the Farmers Union.