Use of consumer insights to inform behavior change interventions aimed at illegal pet turtle trade in China.

Autor: Zheng W; School of Life Sciences and State Key Laboratory of Biological Control, Sun Yat-sen University, Guangzhou, China., Wan AKY; School of Life Sciences and State Key Laboratory of Biological Control, Sun Yat-sen University, Guangzhou, China., Chen Z; School of Life Sciences and State Key Laboratory of Biological Control, Sun Yat-sen University, Guangzhou, China., Clark A; Behavioural Insights Team, London, UK., Court C; Behavioural Insights Team, London, UK., Gu Y; Wildlife Conservation Society, Beijing, China., Park T; Behavioural Insights Team, London, UK., Reynolds J; Behavioural Insights Team, London, UK., Zhang X; Wildlife Conservation Society, Beijing, China., Li L; Wildlife Conservation Society, Beijing, China., Lee TM; School of Life Sciences and State Key Laboratory of Biological Control, Sun Yat-sen University, Guangzhou, China.; School of Ecology, Sun Yat-sen University, Shenzhen, China.
Jazyk: angličtina
Zdroj: Conservation biology : the journal of the Society for Conservation Biology [Conserv Biol] 2024 Oct; Vol. 38 (5), pp. e14352.
DOI: 10.1111/cobi.14352
Abstrakt: Illegal poaching and overexploitation for the international pet trade are among the greatest threats to freshwater turtles in Southeast Asia. Expanding consumer research in China is crucial to filling knowledge gaps about the scale and structure of illegal trade and developing audience-targeted and relevant interventions that may reduce demand for illegal turtles as pets. We applied mixed methods to provide a detailed understanding of the consumer side of the illegal pet turtle trade in China. We conducted 30 interviews with key stakeholders and online surveys (n = 2456) of turtle keepers via community forums. From these, we identified 3 core consumer groups based on their prior turtle-keeping experience, species exposure, and potential for future purchases. We conducted a thematic qualitative analysis of concepts related to the capability, opportunity, motivation, and behavior (COM-B) model to determine the factors influencing the illegal pet turtle trade and to identify barriers to illegal purchases. Specifically, we identified purchasers' capabilities, opportunities, and motivations in the context of legality, enforcement risk, captive breeding, and impacts on wild population. We developed consumer journey maps (i.e., visual representations of customer's experiences throughout their buying journey) for core consumer groups. These maps illustrate the sequential behaviors and processes that consumers undertake when purchasing turtles, from initial exposure to sourcing, keeping, and providing a new home. Key factors influencing illegal purchases included convenient purchase channels, misguided cognition and motivations for pet keeping, and weak law enforcement. Effective interventions included messages focusing on shifting cognition and beliefs, increasing legal risk perception, and emphasizing stringent law enforcement, primarily delivered through online channels. Our results underscore the necessity for adaptable, audience-tailored interventions to reduce consumer demand for illegal wildlife products. The mixed-methods approach, combining quantitative and qualitative data, provided a comprehensive understanding of the target behavior and can inform the development of effective intervention strategies.
(© 2024 The Author(s). Conservation Biology published by Wiley Periodicals LLC on behalf of Society for Conservation Biology.)
Databáze: MEDLINE
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