Understanding determinants of the intention to purchase rhino horn in Vietnam through the Theory of Planned Behaviour and the Theory of Interpersonal Behaviour

This is a Preprint and has not been peer reviewed. This is version 1 of this Preprint.

This Preprint has no visible version.

Download Preprint
Downloads

Download Preprint

Authors

Hoai Nam Dang Vu, Martin Reinhardt Nielsen

Abstract

Demand for rhino horn in Asian markets is driving a rhino poaching crisis in Africa. This study examined rhino horn demand using the theory of planned behaviour and the theory of interpersonal behaviour. We conducted a survey of 427 individuals in Hanoi, Vietnam, including 281 rhino horn users and 146 non-users. We empirically tested all constructs of the two theories predicting intention to purchase, including attitude, subjective norms, social factors, perceived behavioral control, facilitating conditions, affect, and habit using structural equation modelling. Perceived behavioral control and habit were the sole determinants of the intention to purchase rhino horn. Respondents with higher disposable income and better knowledge about how to purchase and use rhino horn and those with previous experience using rhino horn were more likely to intend to purchase this good. However, frequent users had a lower intention to purchase 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 modification strategies to reduce rhino horn demand. Our study also highlights the benefit of combining different behavioral theories in studying sensitive behaviours such as the consumption of illegal luxury wildlife products.

DOI

https://doi.org/10.32942/osf.io/zk2bu

Subjects

Psychology, Social and Behavioral Sciences, Social Psychology

Keywords

attitudes, behavioural control, beliefs, habit, rhino horn, social factors

Dates

Published: 2021-04-12 03:24

License

CC-By Attribution-NonCommercial-NoDerivatives 4.0 International

Add a Comment

You must log in to post a comment.


Comments

There are no comments or no comments have been made public for this article.