What Did We Do?
We wanted to see which types of messages were most effective in changing consumer behavior. We worked with 2,496 people in China, including potential consumers of wildlife products and those not targeted as consumers. We tested three types of messages:
- Health-Related Messages: These messages focused on the health risks associated with using wild animal products.
- Legality-Related Messages: These messages highlighted the legal consequences of buying and using illegal wildlife products.
- Whistleblowing Information: This information encouraged people to report illegal wildlife trade activities.
What Did We Find?
Our study revealed some interesting results:
- Health-Related Messages: We found that messages about health risks led to a 23% decrease in the intention to use wild animal medicinal products among potential consumers. These messages worked by increasing people’s awareness of the potential health dangers of using these products.
- Legality-Related Messages: These messages resulted in a 14% decrease in the intention to use wild animal products. However, the exact way these messages changed behavior was less clear.
- Whistleblowing Encouragement: For people who weren’t targeted as potential consumers, providing information about reporting illegal wildlife activities increased their willingness to do so. This effect was even stronger when combined with messages about legal risks and guidance on identifying legal products.
Why Does This Matter?
Our findings highlight the power of well-designed messages in changing consumer behavior. By focusing on health risks and legal consequences, we can reduce the demand for illegal wildlife products. This approach can be an important tool in the broader effort to combat illegal wildlife trade and protect endangered species.
Moving Forward
These insights can guide future campaigns aimed at reducing wildlife consumption on a larger scale. By tailoring messages to specific audiences, we can create a more effective strategy for conserving wildlife and promoting sustainable practices.
Link: https://conbio.onlinelibrary.wiley.com/doi/full/10.1111/conl.13040