Mapping motivations: combatting consumption of illegal wildlife in Viet Nam

A new study summarises the motivations behind the use of endangered wildlife products in Viet Nam, with an ultimate goal of helping behavioural science practitioners develop messages and initiatives to help reduce their consumption. Mapping Motivations–Combatting consumption of illegal wildlife in Viet Nam is a review of consumer research and broader findings regarding the nature of the demand for endangered wildlife throughout the country. The report, produced by TRAFFIC in Viet Nam under subcontract to Tetra Tech through the United States Agency for International Development (USAID) Saving Species Program, was created to define motivational clusters behind the consumption of three species in Viet Nam: rhinos, elephants, and pangolins.