Assessing demand reduction measures for rhino horn consumption. Issue 12 (17th December 2020)

• Record Type: Journal Article
• Authors: Chaudhry, Peggy E.
• Other Names: Cohen Ronald Jay guestEditor.; Nataraajan Rajan guestEditor.
• Is Part Of: Psychology & marketing. Volume 37:Issue 12(2020)
• Page Start: 1664
• Page End: 1676
• Publication Date: 2020-12-17
• Subjects: behavior change communications -- celebrity endorsements -- consumer demand for rhino horn -- illegal wildlife product -- motivational clusters -- societal behavior controls; Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.21416
• Languages: English
• ISSNs: 0742-6046

Abstract

Abstract: A review of studies that segmented consumers based on their willingness to consume rhino horn are given to identify the various motivational drivers and deterrents of illegal wildlife consumption in China and Vietnam. Medicinal motivations are the most significant stimuli for both Vietnamese and Chinese consumers who believe that the horn treats ailments. A review of campaigns that were developed to generate an awareness of the plight of this endangered species is conducted to highlight the problems of the celebrity‐product degree of fit and eclipsing in the advertisements. We recommend that additional consumer behavior research on demand‐reduction strategies for rhino horn should examine gateway behaviors that initiate consumption; evaluate the viability of diverting demand to substitute products (e.g., synthetic alternatives); investigate the counterfeit market for rhino horn and draw analogies from anticounterfeiting messages to decrease demand for an illicit product; and employ benchmarks to implement and assess the validity of campaigns targeted at Asian consumers to decrease demand. A few research methods are suggested based on the recommendations for future research.