This study investigates the interplay between social, cultural, and psychological factors that underlie rhino horn consumption for health-related purposes in Vietnam, one of the world's major markets for rhino horn. Regarded as a panacea, rhino horn is used by Vietnamese consumers to treat a vast array of illnesses, including life-threatening ones such as cancer, without any scientific evidence of its medicinal properties and effectiveness. Insatiable demand by Vietnamese consumers has driven rhino horn price to exceed that of gold. Using a qualitative approach, we show the process through which Vietnamese consumers form their beliefs and attitudes, normalize and justify their usage of rhino horn. We also demonstrate the roles that cultural and social norms play in the consumption of rhino horn among Vietnamese consumers. Drawing from these insights, we recommend a multi-pronged approach for the development of programs that aim to combat and curb rhino horn purchase and consumption.

中文翻译：

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希望的代价——越南与健康相关的犀牛角消费洞察

本研究调查了越南的社会、文化和心理因素之间的相互作用，这些因素导致越南为与健康相关的目的而消费犀牛角，越南是世界上主要的犀牛角市场之一。犀牛角被视为灵丹妙药，被越南消费者用于治疗多种疾病，包括癌症等危及生命的疾病，但没有任何科学证据证明其药用特性和有效性。越南消费者永不满足的需求推动犀牛角价格超过黄金。我们使用定性的方法，展示越南消费者形成他们的信仰和态度、规范和证明他们使用犀牛角的过程。我们还展示了文化和社会规范在越南消费者中犀牛角消费中所起的作用。