Ấn phẩm:
Predicting consumer intention to buy tiger bone glue inVietnam: A comparison between the theory of plannedbehavior and the social cognitive theory
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Demand for tiger parts and products, especially tiger bone glue, has fuelled theillegal tiger trade and the proliferation of tiger farms in some Asian countries.Despite the importance of understanding demand, insights into consumermotivations and determinants of demand remain limited. This study comparedthe theory of planned behavior (TPB) and the social cognitive theory (SCT) toexamine the relative effects of different social-psychological factors and infor-mational treatments on consumers' intention to buy tiger bone glue inVietnam, a traditional medicine primarily made of tiger bone. Using structuralequation models, results showed that the perceived behavioral control in theTPB (f2 = 0.58) and self-efficacy in the SCT (f2 = 0.72) were the most impor-tant determinants. Respondents were also influenced by media information(f2 = 0.09) about the conditions of captive-bred tigers, the prevalence of fakeand low-quality products, and legal sanctions and health risks when buyingand using tiger bone glue. However, information about alternatives to tigerbone glue had no significant effects. The study supports using the SCT as analternative to the TPB to increase the ability to capture the complexity of fac-tors driving the consumption of endangered wildlife products. We developedrecommendations for behavior change campaigns using social marketing toreduce tiger bone glue demand.
Tác giả
Vu, Dang Hoai Nam
Người hướng dẫn
Nơi xuất bản
Nhà xuất bản
Năm xuất bản
2025
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Từ khóa chủ đề
Economic