Disease outbreaks are partly the direct result of the expansion of poultry flocks. To understand farmers' behaviours, their awareness of highly pathogenic avian influenza (HPAI), the study was conducted. A total of 150 farms in three districts of Tra Vinh Province were included. Purposive sampling was used to choose respondents who have at least 20 poultry heads and a three-year operation. Descriptive and multiple regression analyses were used to analyze data. The findings indicated that most farmers (65.3%) were males with an average age of 50 years. Farmers received < $100/month from poultry production. The farm scale of poultry business was less than 100 heads per farmer, and birds were reared traditionally, using by-products, floor feeding, and no automatic watering systems. Selling broilers dominated, whereas egg sales were uncommon and were generally reserved for domestic use. In addition, farmers were aware of HPAI prevention (>90% were, poor knowledge that was not validated). Additionally, farmers' awareness significantly increased by the enhancement in education, training, income, and full-time employment at poultry farms. It can be concluded that the small-scale poultry farming employs traditional practices with a keen awareness of infectious diseases. However, to raise farmers' awareness, strategies should concentrate on profession, education, training, and income.