Understanding determinants of the intention to buy rhino horn in Vietnam through the Theory of Planned Behaviour and the Theory of Interpersonal Behaviour
Research output: Contribution to journal › Journal article › peer-review
Standard
Understanding determinants of the intention to buy rhino horn in Vietnam through the Theory of Planned Behaviour and the Theory of Interpersonal Behaviour. / Dang, Vu Hoai Nam; Nielsen, Martin Reinhardt.
In: Ecological Economics, Vol. 195, 107361, 2022.Research output: Contribution to journal › Journal article › peer-review
Harvard
APA
Vancouver
Author
Bibtex
}
RIS
TY - JOUR
T1 - Understanding determinants of the intention to buy rhino horn in Vietnam through the Theory of Planned Behaviour and the Theory of Interpersonal Behaviour
AU - Dang, Vu Hoai Nam
AU - Nielsen, Martin Reinhardt
PY - 2022
Y1 - 2022
N2 - Demand for rhino horn in Asian markets is driving a rhino poaching crisis in Africa. Despite the urgency of understanding consumers' motivations and demand, social-psychological factors underpinning the intention to buy rhino horn remain under-investigated. This study examined rhino horn demand using a novel approach combining the theory of planned behaviour and the theory of interpersonal behaviour. We conducted a survey on a unique sample of 427 high-income individuals in Hanoi, Vietnam, including 281 rhino horn users and 146 non-users. We empirically tested all constructs of the two theories predicting the intention to buy rhino horn using structural equation modelling. Perceived behavioural control and habit were the sole determinants of the intention to buy rhino horn. Respondents with higher disposable income and better knowledge about how to buy and use rhino horn and those with previous experience using rhino horn were more likely to intend to buy this good. However, frequent users had a lower intention to buy rhino horn in the near future than those having used rhino horn only once or a few times. We discuss the implications of our results for policy-making and the informed design of behaviour change campaigns to reduce rhino horn demand.
AB - Demand for rhino horn in Asian markets is driving a rhino poaching crisis in Africa. Despite the urgency of understanding consumers' motivations and demand, social-psychological factors underpinning the intention to buy rhino horn remain under-investigated. This study examined rhino horn demand using a novel approach combining the theory of planned behaviour and the theory of interpersonal behaviour. We conducted a survey on a unique sample of 427 high-income individuals in Hanoi, Vietnam, including 281 rhino horn users and 146 non-users. We empirically tested all constructs of the two theories predicting the intention to buy rhino horn using structural equation modelling. Perceived behavioural control and habit were the sole determinants of the intention to buy rhino horn. Respondents with higher disposable income and better knowledge about how to buy and use rhino horn and those with previous experience using rhino horn were more likely to intend to buy this good. However, frequent users had a lower intention to buy rhino horn in the near future than those having used rhino horn only once or a few times. We discuss the implications of our results for policy-making and the informed design of behaviour change campaigns to reduce rhino horn demand.
U2 - 10.1016/j.ecolecon.2022.107361
DO - 10.1016/j.ecolecon.2022.107361
M3 - Journal article
VL - 195
JO - Ecological Economics
JF - Ecological Economics
SN - 0921-8009
M1 - 107361
ER -
ID: 291607734