Its Saul Good

Welcome to my personal site!

I am a PhD Fellow from the University of Copenhagen's TALENT Doctoral Fellowship Program, which is co-funded by the European Union’s Horizon 2020 research and innovation program. My research focuses on consumer behaviors, Asian consumerism, illegal wildlife trade, behavioral economics and social marketing. I have published a number of research articles and book chapter on social marketing, the trade and consumption of illicit products such as rhino horn. I am striving to become a researcher of the rich, the elite, and the dark side of human beings.

My studies on rhino horn trade and consumption have been incorporated into an award-wining TV documentary "Rhino Dollars" (ARTE France):

BBC podcast


My selected publications:

Dang, V. H. N., Nielsen, M. R., & Jacobsen, J. B. (2020). Reference group influences and campaign exposure effects on rhino horn demand: Qualitative insights from Vietnam. People and Nature. DOI: 10.1002/pan3.10121

Dang, V. H. N., & Nielsen, M. R. (2020). Evidence or delusion: A critique of contemporary rhino horn demand reduction strategies. Human Dimensions of Wildlife, 26(4). DOI: 10.1080/10871209.2020.1818896

Dang, V. H. N., & Nielsen, M. R. (2018). Understanding utilitarian and hedonic values determining the demand for rhino horn in Vietnam. Human Dimensions of Wildlife, 23(5), 417-443. DOI: 10.1080/10871209.2018.1449038

Truong, V. D., & Dang, V. H. N. (2017). Reviewing research evidence for social marketing: Systematic literature reviews. In book: Formative research in social marketing, Edition: 1, Chapter: 3, Publisher: Springer, Editors: Kubacki Krzysztof & Sharyn Rundle-Thiele. DOI: 10.1007/978-981-19-1829-9_11

Truong, V. D., Dang, V. H. N., & Hall, C. M. (2016). The marketplace management of illegal elixirs: Illicit consumption of rhino horn. Consumption Markets & Culture, 19(4), 353-369. DOI:10.1080/10253866.2015.1108915

Truong, V. D., Dang, V. H. N., Hall, C. M., & Dong, X. D. (2015). The internationalisation of social marketing research. Journal of Social Marketing, 5(4), 357-376. DOI: 10.1108/jsocm-04-2014-0025


My studies in international media



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