Its Saul Good

Welcome to my personal site!

I am a PhD Fellow from the University of Copenhagen, Denmark. My research focuses on consumer behaviors, Asian consumerism, and social marketing. I have co-authored a book chapter reviewing research evidence in social marketing and conducted two studies on rhino horn consumers in Vietnam, identifying the most common reasons for rhino horn usage and shedding light on a shift from functional to symbolic reasons and from utilitarian to hedonic values. I aim to contribute to better understanding of Asian consumerism, policy making, and the informed design of behavior change strategies.

My studies on rhino horn consumption have been incorporated into a TV documentary "Rhino Dollars" aired in Europe (ARTE France):


My selected publications:

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:


BBC Podcast “Beast of Man”

Live interview broadcasting

CapeTalk South Africa:


to travel is to live
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