Changes of social values in rural Vietnam

Transitional developing countries are currently grappling with simultaneous transformations in their economic, social, and political spheres. One approach to understanding potential shifts in social values is to explore how perceptions of economic success (PES) vary in relation to social status and affiliations. This study investigates changes in PES across various socio-political groups and networks in rural Vietnam. The analysis draws on panel data from 2,117 rural households collected through the Vietnam Access to Resources Household Survey (VARHS) in 2012 and 2014. Disaggregated by socio-political groups/networks, results show that engaging in power or connection with power tends to stipulate individuals’ endeavors rather than social networks in attaining economic success. In addition, membership in mass organizations such as the Women’s Union, the Farmers’ Union, or the Youth Union does not appear to substitute for political connections or broader social ties, but instead correlates with a greater emphasis on hard work, often in the absence of significant work experience. These results contribute to the limited body of literature on the transformation of social values in transitional rural societies and offer insights into how perceptions of economic success differ among socio-political groups and networks.