Predicting consumer intention to buy tiger bone glue in Vietnam: A comparison between the theory of planned behavior and the social cognitive theory

Abstract Demand for tiger parts and products, especially tiger bone glue, has fuelled the illegal tiger trade and the proliferation of tiger farms in some Asian countries. Despite the importance of understanding demand, insights into consumer motivations and determinants of demand remain limited. This study compared the theory of planned behavior (TPB) and the social cognitive theory (SCT) to examine the relative effects of different social‐psychological factors and informational treatments on consumers' intention to buy tiger bone glue in Vietnam, a traditional medicine primarily made of tiger bone. Using structural equation models, results showed that the perceived behavioral control in the TPB ( f 2 = 0.58) and self‐efficacy in the SCT ( f 2 = 0.72) were the most important determinants. Respondents were also influenced by media information ( f 2 = 0.09) about the conditions of captive‐bred tigers, the prevalence of fake and low‐quality products, and legal sanctions and health risks when buying and using tiger bone glue. However, information about alternatives to tiger bone glue had no significant effects. The study supports using the SCT as an alternative to the TPB to increase the ability to capture the complexity of factors driving the consumption of endangered wildlife products. We developed recommendations for behavior change campaigns using social marketing to reduce tiger bone glue demand.