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, illegal wildlife trade, behavioral economics and social marketing. I have a special interest in studying the illicit consumption of luxury wildlife products such as rhino horn or tiger bone glue. I am expanding my research on the link between wildlife trade and transmissions of infectious zoonotic diseases. My study results contribute to better regulated wildlife trade, better controls on illegal activities, and better prevention of future epidemics and pandemics.

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. (2021). When Cheap Talk is not that cheap - interviewing the super-rich about illegal wildlife consumption. International Journal of Social Research Methodology (accepted manuscript). DOI: 10.1080/13645579.2021.1904117

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, 2, 923-939. 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 K. Kubacki & S. Rundle-Thiele (Eds.), Formative research in social marketing (pp. 183-250). Springer. 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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