Study reveals influence behind illegal bear bile consumption in Việt Nam

SAN DIEGO (May 22, 2025) – A new scientific study led by San Diego Zoo Wildlife Alliance researchers sheds light on the social dynamics that drive the continued consumption of bear bile in Việt Nam, revealing that gift-giving among close social networks plays a crucial role in sustaining demand. The findings suggest that conservation efforts could be more effective if they focus on shifting behaviors within influential social groups rather than broad public awareness campaigns. 

Bear bile, extracted from the gallbladders of Asiatic black bears and sun bears, has been used in traditional medicine for centuries across parts of Asia. Despite the availability of synthetic and plant-based alternatives, demand for bear bile persists—particularly in Việt Nam, where it is not only used medicinally but also gifted to others to reinforce social bonds within families, and between business colleagues. 

For decades, this demand has fueled the illegal wildlife trade, leading to the poaching of wild bears and the operation of bear bile farms, where bears are kept in substandard conditions and subjected to painful bile extraction procedures. While bear bile farming is now illegal in Việt Nam, the trade continues due to farms that continue to operate illegally, making demand-reduction efforts critical for conservation. 

This new study, published in the journal People and Nature, explores the complex motivations behind bear bile consumption in Hà Nội and Nghê An, two key areas in northern Việt Nam. While bear bile is one of the most well-researched illegal wildlife products in the country, the complexity of consumer motivations continues to be poorly understood. This research provides fresh insights into how and why it is gifted and consumed. 

“Our research found that bear bile is frequently exchanged within intimate social circles, often as a token of gratitude, a remedy for illness, or even as part of male drinking culture,” said Elizabeth Oneita Davis, lead author and researcher from San Diego Zoo Wildlife Alliance. “Our findings underscore how social influence shapes wildlife product consumption and suggests that targeting key individuals within these networks could have a ripple effect in reducing demand.” 

Key findings of the study include: 

• Common occasions for gifting bear bile included family gatherings, expressions of appreciation, and as a status symbol. 

• Older, respected members of social networks often play a pivotal role in reinforcing or discouraging bear bile consumption. 

• Behavior change within a small but influential group could neutralize demand across entire networks. 

The study’s findings present a new approach to conservation efforts. By shifting the focus from large-scale awareness campaigns to targeted behavior change strategies, demand-reduction initiatives could achieve an even greater impact. 

“Rather than attempting to change the social norms of an entire community, we may find more success by working with respected individuals who have the power to influence their peers,” added Davis. “In Vietnam, older individuals can be particularly powerful to influence.” 

With the illegal wildlife trade continuing to drive biodiversity loss across the globe, understanding the human behaviors and motivations behind consumption is critical for developing effective solutions. This research offers a fresh perspective on tackling demand for illegal wildlife products, with implications for broader conservation strategies beyond bear bile. 

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About San Diego Zoo Wildlife Alliance  

San Diego Zoo Wildlife Alliance, a nonprofit conservation leader, inspires passion for nature and collaboration for a healthier world. The Alliance supports innovative conservation science through global partnerships and groundbreaking efforts at the world-famous San Diego Zoo and San Diego Zoo Safari Park, both leading zoological institutions and accredited botanical gardens. Through wildlife care expertise, cutting-edge science and continued collaboration, more than 44 endangered species have been reintroduced to native habitats. The Alliance reaches over 1 billion people annually through its two conservation parks and media channels in 170 countries, including San Diego Zoo Wildlife Explorers television, available in children’s hospitals across 14 countries. Wildlife Allies—members, donors and guests—make success possible.  

 

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