This paper reviews the literature on fresh food marketing systems in South East Asia and proposes a conceptual framework for their study, as part of a research project on the role of wholesale markets in Vietnamese fresh food urban supply chains. The literature review discusses conceptual frameworks for studies on food marketing systems in a developing country context, which reveals a lack of consideration of socio-cultural issues amongst the environmental factors that impact on food marketing systems. Elements such as trust and consumption habits in food marketing systems are discussed. An integrated framework is proposed, including what are perceived as critical factors in the understanding of existing food marketing systems in Vietnam: product characteristics, stakeholder interests, the impact of environmental factors on the food supply chains and particularly those of