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Zain, S.
Behaviour change we can believe in: towards a global demand reduction strategy for tigers
2012 Full Book
With populations of Tigers continuing to plummet in the wild over the past decades, it would appear that campaigns and other public awareness initiatives to reduce consumer demand for parts and derivatives from this and other endangered species have failed to stem the tide of illegal killing. This paper discusses why conservationists need to explore new approaches to understanding and influencing the behaviours that are driving consumer demand for these products, and examines tools and models that can address the underlying drivers of these behaviours. Various principles employed in the disciplines of social psychology, economics and behavioural economics (where the first two disciplines overlap) are outlined, as well as some key factors that are important to consider for anyone developing strategies that seek to influence the behaviour of consumers of wildlife products. Some strategic guidelines and a framework for applying these factors to the development of a global demand reduction strategy for Tigers are also outlined.
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