Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam

Research output: Contribution to journalJournal articlepeer-review

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Reference group influences and campaign exposure effects on rhino horn demand : Qualitative insights from Vietnam. / Dang, Vu Hoai Nam; Nielsen, Martin Reinhardt; Jacobsen, Jette Bredahl.

In: People and Nature , Vol. 2, No. 4, 2020, p. 923-939.

Research output: Contribution to journalJournal articlepeer-review

Harvard

Dang, VHN, Nielsen, MR & Jacobsen, JB 2020, 'Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam', People and Nature , vol. 2, no. 4, pp. 923-939. https://doi.org/10.1002/pan3.10121

APA

Dang, V. H. N., Nielsen, M. R., & Jacobsen, J. B. (2020). Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam. People and Nature , 2(4), 923-939. https://doi.org/10.1002/pan3.10121

Vancouver

Dang VHN, Nielsen MR, Jacobsen JB. Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam. People and Nature . 2020;2(4):923-939. https://doi.org/10.1002/pan3.10121

Author

Dang, Vu Hoai Nam ; Nielsen, Martin Reinhardt ; Jacobsen, Jette Bredahl. / Reference group influences and campaign exposure effects on rhino horn demand : Qualitative insights from Vietnam. In: People and Nature . 2020 ; Vol. 2, No. 4. pp. 923-939.

Bibtex

@article{07dfb9d5e9304e39b8975654c7cb5511,
title = "Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam",
abstract = "While considerable effort is invested in rhino horn demand reduction campaigns, it is unclear to what extent users are exposed to and accept the messages in these ads. We investigate recall as an indicator of exposure and the influence of different reference groups by conducting 50 semi‐structured interviews with self‐reported rhino horn users in Hanoi using an interpretative thematic analysis. The decision to buy or use rhino horn was almost exclusively influenced by peers with perceived expertise using rhino horn, whereas commonly used deliverers of such campaigns—traditional medicine practitioners, doctors, government officials, business leaders and celebrities—had very little influence. Campaign exposure was relatively high, but campaign influence low as consumers considered recent demand reduction campaigns and the reference groups delivering the message as well as the implementing organizations unreliable and driven by profit. Willingness to sign a pledge to refrain from buying, using or gifting rhino horn encouraged by employers or association was relatively high. However, the majority of respondents stated they would not comply with this pledge. Case studies of users or their next of kin having experienced negative or no effect of rhino horn were suggested possibly effective in reducing demand by consumers themselves. To increase the acceptance of demand reduction campaigns, organizations could consider forgoing their own branding to reduce distrust in the target audience.We highlight the importance of conducting formative research using both quantitative and qualitative methods based on interviews with actual rhino horn users. While qualitative studies of motivations by confirmed users entail the risk that they retrospectively explain motivations in order to appear internally consistent with their usage of the product, it provides valuable insight into their self‐image and thereby options for affecting their behaviour.",
author = "Dang, {Vu Hoai Nam} and Nielsen, {Martin Reinhardt} and Jacobsen, {Jette Bredahl}",
note = "Special Features: Consuming wildlife – managing demand for products in the wildlife trade & Managing forest regeneration and expansion at a time of unprecedented global change",
year = "2020",
doi = "10.1002/pan3.10121",
language = "English",
volume = "2",
pages = "923--939",
journal = "People and Nature",
issn = "2575-8314",
publisher = "Wiley",
number = "4",

}

RIS

TY - JOUR

T1 - Reference group influences and campaign exposure effects on rhino horn demand

T2 - Qualitative insights from Vietnam

AU - Dang, Vu Hoai Nam

AU - Nielsen, Martin Reinhardt

AU - Jacobsen, Jette Bredahl

N1 - Special Features: Consuming wildlife – managing demand for products in the wildlife trade & Managing forest regeneration and expansion at a time of unprecedented global change

PY - 2020

Y1 - 2020

N2 - While considerable effort is invested in rhino horn demand reduction campaigns, it is unclear to what extent users are exposed to and accept the messages in these ads. We investigate recall as an indicator of exposure and the influence of different reference groups by conducting 50 semi‐structured interviews with self‐reported rhino horn users in Hanoi using an interpretative thematic analysis. The decision to buy or use rhino horn was almost exclusively influenced by peers with perceived expertise using rhino horn, whereas commonly used deliverers of such campaigns—traditional medicine practitioners, doctors, government officials, business leaders and celebrities—had very little influence. Campaign exposure was relatively high, but campaign influence low as consumers considered recent demand reduction campaigns and the reference groups delivering the message as well as the implementing organizations unreliable and driven by profit. Willingness to sign a pledge to refrain from buying, using or gifting rhino horn encouraged by employers or association was relatively high. However, the majority of respondents stated they would not comply with this pledge. Case studies of users or their next of kin having experienced negative or no effect of rhino horn were suggested possibly effective in reducing demand by consumers themselves. To increase the acceptance of demand reduction campaigns, organizations could consider forgoing their own branding to reduce distrust in the target audience.We highlight the importance of conducting formative research using both quantitative and qualitative methods based on interviews with actual rhino horn users. While qualitative studies of motivations by confirmed users entail the risk that they retrospectively explain motivations in order to appear internally consistent with their usage of the product, it provides valuable insight into their self‐image and thereby options for affecting their behaviour.

AB - While considerable effort is invested in rhino horn demand reduction campaigns, it is unclear to what extent users are exposed to and accept the messages in these ads. We investigate recall as an indicator of exposure and the influence of different reference groups by conducting 50 semi‐structured interviews with self‐reported rhino horn users in Hanoi using an interpretative thematic analysis. The decision to buy or use rhino horn was almost exclusively influenced by peers with perceived expertise using rhino horn, whereas commonly used deliverers of such campaigns—traditional medicine practitioners, doctors, government officials, business leaders and celebrities—had very little influence. Campaign exposure was relatively high, but campaign influence low as consumers considered recent demand reduction campaigns and the reference groups delivering the message as well as the implementing organizations unreliable and driven by profit. Willingness to sign a pledge to refrain from buying, using or gifting rhino horn encouraged by employers or association was relatively high. However, the majority of respondents stated they would not comply with this pledge. Case studies of users or their next of kin having experienced negative or no effect of rhino horn were suggested possibly effective in reducing demand by consumers themselves. To increase the acceptance of demand reduction campaigns, organizations could consider forgoing their own branding to reduce distrust in the target audience.We highlight the importance of conducting formative research using both quantitative and qualitative methods based on interviews with actual rhino horn users. While qualitative studies of motivations by confirmed users entail the risk that they retrospectively explain motivations in order to appear internally consistent with their usage of the product, it provides valuable insight into their self‐image and thereby options for affecting their behaviour.

U2 - 10.1002/pan3.10121

DO - 10.1002/pan3.10121

M3 - Journal article

VL - 2

SP - 923

EP - 939

JO - People and Nature

JF - People and Nature

SN - 2575-8314

IS - 4

ER -

ID: 244564336