Applying segmentation to inform demand reduction interventions for pangolins in Guangdong Province, China
Year: 2024
Type: preprint
Study design: Observational Study
Abstract: Reducing demand for wildlife products from threatened species requires an in-depth understanding of consumers. Pangolins (Manidae spp.) may benefit from reduced consumer demand in Asia, yet there is a dearth of information about pangolin consumers in China, arguably the most important market. The aim of this research is to (1) estimate the prevalence of consumption of pangolin products in Guangdong Province, China (2) segment consumers of pangolin scales based on psychographic information, and (3) explore how messaging can affect pangolin scale consumers’ intention to purchase pangolin products. To achieve these aims, we surveyed Guangdong Province residents using an online market research panel. We estimated the prevalence of pangolin scale use was 34.8%, and the prevalence of pangolin meat and wine use were 38.9% (CI:36.2–41.6%) and 34.2% (CI:32.3–36.2%), respectively, per the nominative technique. We used a latent profile analysis to develop four segments of pangolin scale consumers using theory of planned behaviour variables, where we found key differences in attitudes, consumption motivation, and communication preferences across segments, as well as differences across product types. These findings can be employed to better target strategic messaging to pangolin product consumers, thus increasing the likelihood that demand reduction interventions will be effective.
Institution: University of Oxford
Language: English
Subfield: Nature and Landscape Conservation
Field: Environmental Science
Domain: Physical Sciences
Open Access status: green
OpenAlex ID: W4404913643