ABSTRACT A set-valued optimization problem with variable preferences is considered. Relations between local and global solutions, optimality conditions, and Wolfe and Mond-Weir duality properties are studied. Both minimal and nondominated solutions are discussed with general variable preferences. The results are proved for three main types of solutions in vector optimization: weak, Pareto, and strong solutions. New variants of generalized derivatives and convexity are proposed and used in all the results.