The Allure of the Illegal: Choice Modeling of Rhino Horn Demand in Vietnam

Using choice modeling, we explore willingness to pay 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 legalized compared to the current situation of illegal trade. We discuss the potential implications of our findings on rhino poaching and international trade policy.