Who consumers trust is crucial for the efficiency and sustainability of the market of safe food, especially in transitional economies. This paper empirically investigates the role of indicators and cues considered by consumers when purchasing safe vegetables. Safe vegetables are chosen as the subject of the study as they are typical credence goods: it is very hard for consumers to know whether or not the vegetables are safe, even after consumption. We employ the rank ordered logit model in an analysis on surveyed data. The sources of indicators and cues include: labeling, existence of the place of production, store's reputation, government certificate, information from friends, price, and appearance of the product. After controlling for factors such as education, age, income, gender, our results reveal that Vietnamese consumers trust supply side indicators the most, followed by government certification, while information from friends and others comes last. Further, different demographics have different attitudes towards their information source of choice. This result can be applied to other markets for credence goods with similar properties, such as organic vegetables, in transitional economies. •Consumers trust signals provided by food suppliers more than by the government.•Labeling and having address of production are most trusted by Vietnamese consumers.•Having production address is more trusted than label by richer consumers.•Label are more trusted than having production address by older consumers.