“…On the overall sustainable development, the IDEA‐AHP results show that for farmers in Bac Giang province, Economic performance is the most important factor/dimension, followed by Socio‐territorial and then Agroecology—see Table 5. It is not surprising that ECON accounts for more than 50% of the overall Sustainable Agriculture because the ultimate purpose of those farms, as family businesses, is still profit‐maximizing—this argument can also be found in farmers from India (Kumbhakar, 1994), Bangladesh (Rahman, Haque, Akhterruzzaman, & Khan, 2002), the European (Ilari‐Antoine et al, 2014) and Vietnam (Ngo, Vu, Ho, Dao, & Nguyen, 2019; Nguyen et al, 2019), among others. It is noted that while ECON reflects the sustainable aspect of economic performance but not profit‐maximization at all costs, the fact that those farmers see AGRO as the least important factor/dimension with only 17% contribution toward SUST suggests that biodiversity, natural resources and agroecosystem has not been focused in the examined province.…”