About the product
This study aims to understand better the demand for traditional medicine and more contemporary health-related reasons, collectively referred to as ATM in this report, in Viet Nam. The country is strategically important for illegally traded wildlife products, such as pangolin scales and rhino horn. Using an in-person survey of over 1,000 respondents on wildlife consumed as medicine, the study had four main objectives: identify consumer profile of ATM users (age, income, gender, etc.), identify recent trends in ATM consumption among users, focusing on two high conservation-value species (pangolin and rhino), identify the main attributes of demand (quality, price, harvesting method, etc.), evaluate the policy options to reduce demand for high-conservation species. To provide insights and broader overview of market trends, the authors also interviewed experts in ATM in Viet Nam.