Vietnam is the largest destination country for rhino horn, and a major source, destination, and transit country for the illegal wildlife trade in general.  In addition to strengthening law enforcement and improving laws and regulations, USAID Saving Species activity is working to reduce consumer demand for and consumption of illegal wildlife and wildlife products in Vietnam by targeting the behaviors, beliefs, norms, and cultural expectations of key populations. 

This week, TRAFFIC Vietnam - a global wildlife trade monitoring network - released a report titled “Mapping Motivations – Combatting consumption of illegal wildlife in Vietnam.” This report was produced under USAID Saving Species. It defines the motivations behind the illegal consumption of three species in Vietnam - rhinos, elephants, and pangolins - and identifies opportunities to influence consumer groups. Motivations vary by consumer group and generally fit into an “emotional” (recreational, reputational, social) category or “functional” (nutritional, medicinal).  For example, rhino horn is mainly consumed by wealthy men over 30 and state officials to enhance social status or to detoxify the body and treat hangovers, while pangolin scales are consumed by lactating mothers who believe they will increase milk supply.  

So What?  By documenting who is consuming and why, the report offers insights to organizations designing and implementing behavior-change initiatives to reduce the consumption of illegal wildlife in Vietnam.  Please see https://goo.gl/ZwNMyZ for the report.