This resource provides guidance for Parties to the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES) on how to implement CITES Resolution 17.4, using behaviour change approaches in demand-reduction strategies to combat illegal trade in CITES-listed species. For practitioners and government authorities, the document provides a concise entry point into designing strategic behaviour change responses to illegal wildlife consumption and trade using a simple ‘Five Step’ approach and ten ‘Benchmarks for Behaviour Change’. The document highlights the importance of specifying the behaviour and audience to target, understanding consumer motivations, tailoring interventions to specific contexts, and grounding activities in evidence.
