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.