Consumer demand for rhino, elephant, and pangolin products in Viet Nam

Research Study on Consumer Demand for Rhino, Elephant, and Pangolin Products in Vietnam is a comprehensive large-scale, multi-species consumer research study, with key findings on attitudes, values, motivations, and behaviours of buyers, users, and intending consumers of the three species in Viet Nam. 

According to the research, 13% of respondents reported purchasing elephant products in the past year, while 6% reported buying rhino products, and another 6% reported purchasing pangolin products. Buyers of all three species’ products were found to have greater incomes on average than the general public and were more likely to travel outside of Viet Nam, often on business. They tended to buy the illegal products more often through private individuals than all other kinds of vendors. The main reason for purchasing was reported as gift giving. Among previous buyers, the intent to re-purchase was high. 

The average age of rhino horn buyers was found to be 35–38 years old, slightly younger than previous TRAFFIC research on the subject. Pangolin buyers are the same age on average, however, rhino horn buyers were found to be mostly male (63%), while the split was far more even among pangolin buyers (51% female). Elephant ivory buyers more closely followed the age demographics of the cities being surveyed but had significantly higher-than-average incomes.  

Some geographical variation was apparent among buyers. Among purchases made within the past year, compared with the average, more respondents from Can Tho reported buying rhino horn (9%), more Ho Chi Minh City residents reported buying elephant products (17%), and Da Nang had higher-than-average results for pangolin buyers (9%).

These findings help to create a more complete picture of our target consumers. The data from the report will provide the foundation for more precise, effective demand reduction campaigns, which will work to secure a future for elephants, rhinos, and pangolins

Sarah Ferguson, director of TRAFFIC’s Viet Nam office

The research employed was both qualitative, in the form of focus group discussions, and quantitative, via mobile phone interviews with 1,400 respondents in five key cities in Viet Nam (Ha Noi, Ho Chi Minh City, Da Nang, Hai Phong and Can Tho). The research findings show the purchase incidence of parts and/or products for species surveyed, purchase channels and intentions, analysis of product forms, consumers’ attitudes and knowledge on the products purchased.  

The report builds upon previous data collected on illegal wildlife consumers and identifies gaps in current messaging on consumption reduction, as well as the potential target audiences and their habits for the creation of better persuasive behaviour change interventions. The data collected are being used to design and implement social behaviour change communications interventions and to monitor their effectiveness.