Publication

Poaching is an imminent threat to African rhinos. International media and conservationists often attribute poaching to demand for rhino horns because of use in traditional Chinese medicine. Consequently, conservation efforts are allocated to addressing this issue. Our study gives novel information on a critical, yet presently underestimated driver of rhino horn consumption in China the art and antiques market A media content analysis of Chinese (n = 332) and western newspapers (n = 166) from 2000 to 2014 revealed significant differences between perceptions of rhino horn consumption. In Chinese media, rhino horn product acquisition was most frequently reported for investment and collectible value (75%), artistic value (40%), and medical value (29%). In contrast, western media alleged consumption of rhino horn in China was mostly for their medical value (84%). Additionally, Chinese rhino horn auction records (n = 7,042, 2000-2011) showed a significant positive correlation between the volume of rhino horn auctioned in China and the number of rhinos poached in South Africa. Carved containers procured the highest price per gram (USD 490). A fitted general model identified the weight of the item and its historical era of origin as two significant factors in determining inflation-adjusted price, while the year of sale was not a significant predictor. The auction market has stalled since 2012, but interest in the collection and investment of rhino horn antiques and crafts remains. We offer recommendations to improve rhino conservation. (C) 2016 Elsevier Ltd. All rights reserved.