The hugely popular Indonesian pastime of keeping wild birds as pets is threatening the long-term survival of many songbird species on the islands of Java and Bali (BirdLife International, 2001; Jepson and Ladle, 2006). In response to this threat, the authors have been working with leaders of the songbird-keeping fraternity to develop a non-State, market-based governance
approach to guide consumer preferences in Indonesia away from wild-caught birds towards captive-bred alternatives.