Determinants of attitudes and purchase intentions toward bear bile: An analysis based on Wildlife Value Orientations and the extended Theory of Planned Behavior in Hanoi, Vietnam

The illegal wildlife trade in Vietnam poses a significant threat to biodiversity, with many species exploited despite existing legal protections and cultural practices continuing to drive demand. Bear bile consumption exemplifies this challenge, underscoring the need for a human dimensions approach to better understand and address the issue. This study investigates the determinants of attitudes and purchase intentions toward bear bile in Hanoi, Vietnam, drawing on the Wildlife Value Orientation (WVO) framework and an extended Theory of Planned Behavior (TPB) model. Data were collected through a self-administered convenience survey, yielding 256 valid responses, and analyzed using structural equation modeling (SEM) on AMOS 28. Results show that subjective norms, moral obligation, perceived medicinal value, and beliefs about appropriate use significantly shaped attitudes toward bear bile consumption. Despite about 25% of respondents endorsing its medicinal properties, rejection of bear bile use remained prevalent. In turn, moral obligation, attitudes, and age were key predictors of purchase intention. While direct self-reports indicated low purchase intentions, indirect questioning revealed higher perceived intentions among peers, suggesting the influence of social desirability bias. These findings point to the importance of incorporating ethical and social dimensions into demand-reduction strategies. Generalization should be made with caution due to limitations associated with non-random sampling.