Consumer misconceptions drive demand for saiga antelope horn in Singapore

Researchers from the University of Oxford conducted a study in Singapore to understand why people continue to purchase saiga antelope horn despite the species being near extinction.

The study found that many Chinese Singaporeans use the horn as a traditional remedy for fevers and sore throats, a practice that has existed for over 2,000 years. Participants in the research revealed a gap between their perceptions and the reality of wildlife conservation.

Some consumers did not realize the horn came from a wild animal, while others believed the horns could be removed without harming the antelope or that the animals would eventually regrow them. Many participants viewed the legal availability of horn products in local shops and vending machines as a sign of government approval, which made them feel the products were safe and ethical to buy.

The researchers also noted that many people view the use of saiga horn as a family tradition passed down through generations. While some participants expressed openness to alternatives like chrysanthemum tea or acetaminophen, they maintained their habit of using the horn. To address this, the study team worked with women who use the product to design awareness campaigns, including social media videos and clearer product labels to inform consumers about the wildlife origins of these medicines.