Mapping Motivations: Combating consumption of illegal wildlife in Vietnam

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This report summarizes the results of research regarding the motivations of consumers of endangered wildlife in Viet Nam, with a focus on rhinos, elephants, and pangolins.The desk-based research that forms the basis of this report focused on previous consumer and other market studies with an aim of guiding the development and implementation of demand reduction and behaviour change initiatives. The synthesis of the findings lays the foundation for new Social Behaviour Change Communication (SBCC) initiatives geared towards the reduction of demand for rhino horn, elephant ivory, and pangolin products in Viet Nam - initiatives that are designed from the perspective of a Vietnamese consumer. The findings do not aim to quantify the level of consumption of each commodity; rather, the aim is to use data to develop frameworks of product use. The results are represented in motivational cluster diagrams. TRAFFIC thanks USAID for making this research possible through the financial support for independent consultant Laura Thomas-Walters.
Report - Mapping Motivations: Combating consumption of illegal wildlife in Vietnam
Behaviour: Consumers
Language: EN - English
Country: Vietnam

Key Findings

Mapping Motivations–Combatting consumption of illegal wildlife in Viet Nam is a review of consumer research and broader findings regarding the nature of the demand for endangered wildlife throughout the country.

The report, produced by TRAFFIC in Viet Nam under subcontract to Tetra Tech through the United States Agency for International Development (USAID) Saving Species Program, was created to define motivational clusters behind the consumption of three species in Viet Nam: rhinos, elephants, and pangolins.

The study consequently identifies opportunities to influence these consumer groups in order to combat the illegal wildlife trade. The report’s outcomes offer insights and guidance for the design and implementation of demand reduction and behaviour-change initiatives. The attached infographic summarises the results of the research.

The USAID Saving Species Program is USAID Vietnam’s flagship program to combat wildlife trafficking. The program is implemented by Tetra Tech in conjunction with TRAFFIC in Viet Nam and the Wildlife Conservation Society.

One of the programme components works to reduce consumer demand for and consumption of illegal wildlife and wildlife products in Viet Nam by targeting the behaviours, beliefs, norms, and cultural expectations of key populations.

You can find out more about the latest behavioural science research, discussion topics and insights at TRAFFIC’s dedicated social behavioural change communications toolkit changewildlifeconsumers.org.

Join the dedicated community of Practice working to reduce the consumption of illegal and endangered wildlife products worldwide.