The Price of Hope—Insights into rhino horn consumption in health‐related contexts in Vietnam

Hieu P. Nguyen, Hanh T. M. Nguyen and Huyen T. Pham

Journal of Consumer Affairs, 2021, vol. 55, issue 4, 1249-1273

Abstract: This study investigates the interplay between social, cultural, and psychological factors that underlie rhino horn consumption for health‐related purposes in Vietnam, one of the world's major markets for rhino horn. Regarded as a panacea, rhino horn is used by Vietnamese consumers to treat a vast array of illnesses, including life‐threatening ones such as cancer, without any scientific evidence of its medicinal properties and effectiveness. Insatiable demand by Vietnamese consumers has driven rhino horn price to exceed that of gold. Using a qualitative approach, we show the process through which Vietnamese consumers form their beliefs and attitudes, normalize and justify their usage of rhino horn. We also demonstrate the roles that cultural and social norms play in the consumption of rhino horn among Vietnamese consumers. Drawing from these insights, we recommend a multi‐pronged approach for the development of programs that aim to combat and curb rhino horn purchase and consumption.

Date: 2021
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