Dive into the world of shark fin consumption we uncover crucial insights in our latest study conducted in Singapore. Sharks, rays, and their cartilaginous relatives face significant threats globally, primarily due to overfishing driven by intricate market forces, including the demand for fins. Read it HERE
Our study, centered around an online discrete choice experiment, engaged 300 shark fin consumers in Singapore—an international hub for shark fin trade. The goal? To comprehend the dynamics of the high-value shark fin market, a critical step in devising evidence-based conservation interventions tailored to consumer preferences.
The findings are interesting and actionable. Consumers exhibited a preference for lower-priced fins sourced responsibly or produced through innovative lab-cultured techniques. This valuable insight provides a compass for crafting targeted conservation efforts and fostering sustainability.
But that’s not all—our research identified four distinct consumer segments, each with unique psychographic characteristics and consumption behaviors. Understanding these segments opens avenues for personalized conservation strategies and market-based interventions. These preferences and consumer profiles are not just data points; they are tools that can be leveraged to inform regulatory frameworks and incentivize responsible fisheries and lab-cultured innovations.
Beyond the scientific realm, our study suggests promising avenues for effective communication strategies. By framing messages around health benefits, shark endangerment, and counterfeiting, we can reinforce existing beliefs among consumers and catalyze behavioral shifts towards sustainable choices.