Understanding utilitarian and hedonic values determining the demand for rhino horn in Vietnam

  title={Understanding utilitarian and hedonic values determining the demand for rhino horn in Vietnam},
  author={Hoai Nam Dang Vu and Martin Reinhardt Nielsen},
  journal={Human Dimensions of Wildlife},
  pages={417 - 432}
ABSTRACT We examined utilitarian and hedonic values as motivations for rhino horn use in Vietnam. We also evaluated consumers’ response to consequences of the illegal trade in behavior modification campaigns and the likely outcome of a legalized trade. The most prevalent use was for treatment of hangovers indicating utilitarian values, although difficult to separate from the hedonic value in projecting success in business. A ritualized way of honoring terminally ill relatives represented a… 
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