Understanding utilitarian and hedonic values determining the demand for rhino horn in Vietnam
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Understanding utilitarian and hedonic values determining the demand for rhino horn in Vietnam. / Dang Vu, Hoai Nam; Nielsen, Martin Reinhardt.
In: Human Dimensions of Wildlife, Vol. 23, No. 5, 2018, p. 417-432 .Research output: Contribution to journal › Journal article › Research › peer-review
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TY - JOUR
T1 - Understanding utilitarian and hedonic values determining the demand for rhino horn in Vietnam
AU - Dang Vu, Hoai Nam
AU - Nielsen, Martin Reinhardt
PY - 2018
Y1 - 2018
N2 - We examined utilitarian and hedonic values as motivations for rhino horn use in Vietnam. We also evaluated consumers’ response to consequences of the illegal trade in behavior modification campaigns and the likely outcome of a legalized trade. The most prevalent use was for treatment of hangovers indicating utilitarian values, although difficult to separate from the hedonic value in projecting success in business. A ritualized way of honoring terminally ill relatives represented a hedonic value replacing belief in effective treatment. Demand reduction campaigns need to appropriately reflect all relevant values determining specific uses. The plight of rhino populations, Vietnam’s penal code, and the possible contribution to international crime mattered little to consumers. Horn from wild rhino was preferred over farmed, and respondents would demand more if available in a legalized trade. This suggested that a legalized trade could maintain or even increase demand for poached rhino horn.
AB - We examined utilitarian and hedonic values as motivations for rhino horn use in Vietnam. We also evaluated consumers’ response to consequences of the illegal trade in behavior modification campaigns and the likely outcome of a legalized trade. The most prevalent use was for treatment of hangovers indicating utilitarian values, although difficult to separate from the hedonic value in projecting success in business. A ritualized way of honoring terminally ill relatives represented a hedonic value replacing belief in effective treatment. Demand reduction campaigns need to appropriately reflect all relevant values determining specific uses. The plight of rhino populations, Vietnam’s penal code, and the possible contribution to international crime mattered little to consumers. Horn from wild rhino was preferred over farmed, and respondents would demand more if available in a legalized trade. This suggested that a legalized trade could maintain or even increase demand for poached rhino horn.
KW - Consumer behavior modification
KW - illegal use
KW - legalized trade
KW - perceived value
U2 - 10.1080/10871209.2018.1449038
DO - 10.1080/10871209.2018.1449038
M3 - Journal article
AN - SCOPUS:85043460472
VL - 23
SP - 417
EP - 432
JO - Human Dimensions of Wildlife
JF - Human Dimensions of Wildlife
SN - 1087-1209
IS - 5
ER -
ID: 194731878