The Allure of the Illegal: choice modelling of rhino horn demand in Vietnam

Nick Hanley, Oleg Sheremet, Martina Bozzola, Douglas MacMillan

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6 Citations (Scopus)
108 Downloads (Pure)


Using choice modelling we explore willingness to pay (WTP) for rhino horn among existing and potential future consumers in Vietnam. We find that wild-sourced horn, harvested humanely from the least rare species, is the most highly valued product. Furthermore, consumers are willing to pay less for rhino horn products under a scenario where international trade is legalised compared to the current situation of illegal trade. We discuss the potential implications of our findings on rhino poaching and international trade policy.
Original languageEnglish
Pages (from-to)1-8
JournalConservation Letters
Early online date06 Nov 2017
Publication statusEarly online date - 06 Nov 2017



  • Choice modelling
  • illegal hunting
  • rhino conservation
  • trade in wildlife products
  • Vietnam

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