The rhinoceros faces the risk of extinction in the wild if current poaching rates continue. Viet Nam, a main market, uses horn as an ingredient in Traditional Asian Medicine (TAM).
An ITC survey of 1000 consumers of TAM, including 239 rhino horn users, found they preferred rhino horn that is sourced in the wild, in a non-lethal way. Under a legal trade scenario, the price would fall. There was no evidence of social stigma attached to consumption. While media campaigns and stiffer enforcement measures would reduce consumption, there is likely to remain a small hard core of users (30%).