Rhino Poaching: Apply Conservation Psychology

Abstract

There is no doubt that the illegal trade in rhino horns is a lucrative industry and is contributing to their extinction in the wild (Legal trade of Africa's rhino horns, D. Biggs et al. , Policy Forum, 1 March, p. [1038][1]). Conservation psychology can play a role in preventing people from consuming rhino horn ([ 1 ][2]). Psychological principles of persuasion, attitude, and behavior change have been used effectively for many decades, but they have been largely ignored or underutilized within biodiversity conservation ([ 2 ][3]). Investigation of consumer behavior must not be restricted to economic theory of market and individual demands, but rather should recognize human psychology in all its complexity. First, we must understand rhino horn consumption patterns in east and Southeast Asia, and possibly elsewhere, given that rhino horn is used for different purposes. Exploring the dark side of rhino horn consumption is necessary (consumption of illegal products may be considered cool). Global and country-specific public marketing campaigns can raise awareness about the negative impacts of illegal (or perhaps one day, legal) trade in rhino horns and debunk the myth of their healing properties. The most effective communicators about rhino conservation may be children, naturalists, specialist tour guides, field assistants, trackers, religious leaders, or even ex-poachers or ex-hunters. Saving rhinos is the responsibility of everyone, and effective conservation is based on moral values as well as economic ones. 1. [↵][4]1. S. D. Clayton , The Oxford Handbook of Environmental and Conservation Psychology (Oxford Univ. Press, Oxford, 2012). 2. [↵][5]1. S. K. Jacobson , Communication Skills for Conservation Professionals (Island Press, Washington, DC, ed. 2, 2009). [1]: pending:yes [2]: #ref-1 [3]: #ref-2 [4]: #xref-ref-1-1 View reference 1 in text [5]: #xref-ref-2-1 View reference 2 in text