Changing consumer behavior for pangolin products

Abstract This chapter introduces how consumer insight, research evidence and behavior change science, is relevant to and can strengthen, initiatives to reduce the demand for pangolin products. Trade in various wildlife products, including those from pangolins, has historically been controlled through a focus on harvest and trade regulation. However, the importance of also implementing complementary demand side measures to disrupt consumer desire and re-shape motivation, is increasingly recognized. This chapter orients the reader to current research insight regarding pangolin product buyers and users, before introducing some behavior change theories and social marketing principles with potential to inform initiative design and communication messaging. Cultural, fiscal and socio-political contexts are also considered. Despite the potential for behavioral science to help mitigate the market for pangolin products, practitioner take-up remains low: thus, the chapter aims to address that through a final focus on suitable frameworks for action.