RESEARCH STUDY ON CONSUMER DEMAND FOR ELEPHANT, PANGOLIN, RHINO AND TIGER PARTS AND PRODUCTS IN CHINA

Transcription

1 RESEARCH STUDY ON CONSUMER DEMAND FOR ELEPHANT, PANGOLIN, RHINO AND TIGER PARTS AND PRODUCTS IN CHINA USAID WILDLIFE ASIA JUNE 12,

2 CONTENT - OBJECTIVES HOW: Background, Objectives and Methodologies 2 WHO: Identify the key consumer groups of elephant, pangolin, rhino and tiger parts and products AND: Describe and analyze the psychosocial and socio-demographic, attitudinal and other aspects of each consumer profile WHAT: Identify the prevalence and frequency of purchase and use of these products WHERE: Purchase channels WHY: Identify the major motivations driving purchase and use of these products HOW [TO CHANGE]: Regulations. AND: Assess exposure to messages WHAT NEXT: The findings will provide baseline data to measure project indicators and inputs to design effective demand reduction campaigns in China targeting consumers and likely buyers of wildlife products. 2

3 HOW: BACKGROUND, OBJECTIVES AND METHODOLOGIES 3

4 RESEARCH DESIGN THE THREE MAJOR COMPONENTS OF THIS STUDY Situation Analysis review on earlier studies Summary and Review of previous studies USAID, TRAFFIC, WWF, IFAW and TNC. GlobeScan studies for National Geographic in 2015, TRAFFIC/ WWF in 2017/8. Qualitative research 8 Focus Group Discussions with consumers of ivory, pangolin, rhino horn and tiger products in Guangzhou + Shanghai and Kunming + Harbin. 12 In-depth Interviews (IDIs) with Traditional Chinese Medicine (TCM) practitioners Quantitative research n=1800 structured consumer online interviews in Shanghai, Beijing, Guangzhou (Tier 1), and Kunming, Nanning and Harbin (Tier 2). 4

5 IMPLEMENTATION AND ETHICAL CONSIDERATIONS Research conducted by Globescan Both quantitative and qualitative components of this research were granted local Institutional Review Board (IRB) approval by the Beijing Normal University on November 30, 2017 and international IRB approval by FHI 360 on November 27, Considering this, strict informed consent procedures to ensure voluntary consent to participate in the research and confidentiality of respondents were followed. USAID Wildlife Asia provided technical oversight to all aspects of research planning and implementation, and reviewed and approved the research protocol, research interview guides and questionnaire, translations to Chinese, data analysis and reports in PPT and word formats. USAID Wildlife Asia also monitored data collection. 5

6 QUANTITATIVE RESEARCH Recruitment and questionnaire This quantitative survey was conducted online, from February 13 to March 9, 2018 Questionnaire length of 20 minutes on average 1800 respondents in the six selected cities: classified as Past 12 Months Buyers of 1 of 4 species surveyed Comparison with other surveys Selected sample, with a choice of cities being considered active markets in wildlife parts and/or products trade Key metrics cannot be compared one-on-one with other surveys Underlying patterns on segmentation, purchase drivers and effective messages are relevant for the buyers, and those can be compared to other surveys Statement Analysis (to measure attitudes and motivations) Structural modelling on attitudes and perception of wildlife products we constructed a set of statements that indicate underlying overall attitudes and buying motivations for the 4 wildlife species Maximum Differentiation Scaling: Ranking exercise, describe the hierarchy of motives better than direct ratings. 6

7 WHO: Identification of the key consumer groups of elephant, pangolin, rhino and tiger parts and products Psychosocial and socio-demographic, attitudinal and other aspects of each consumer profile 7

8 RESPONDENTS SOCIO-DEMOGRAPHIC PROFILE Demographics and Behavior (%) Household Profile (%) Socio-economic Status (%) Gender Female Male Marital Status Single Married Divorced Education High Middle Low Age Widowed 2 Income Travel outside Mainland China Never Occasionally 38 Regularly 7 55 Household Composition Myself (with or without pets) With parents (+ siblings if any) With spouse/partner (no children) With spouse/family (with children) With entire family High (RMB 20,000+) Middle (RMB 8,000-19,999) Low (<RMB 8,000) Employment Full-time employment Part-time employment Business owner / freelance Retired Full-time student Unemployed

9 OVERVIEW EVER AND PAST 12 MONTHS PURCHASE INCIDENCE Elephant Rhino Pangolin Tiger Incidence (Total ) Total sample 16% 10% Total sample 16% 8% Total sample 14% 7% Total sample 12% 4% By City Beijing 17% 10% Beijing 18% 10% Beijing 19% 12% Beijing 7% 17% Shanghai 27% 15% Shanghai 9% 25% Shanghai 21% 12% Shanghai 5% 16% Guangzhou 11% 6% Guangzhou 10% 7% Guangzhou 10% 4% Guangzhou 11% 3% Kunming 20% 15% Kunming 9% 20% Kunming 16% 7% Kunming 12% 4% Nanning 15% 9% Nanning 15% 8% Nanning 15% 6% Nanning 10% 4% Harbin 6% 4% Harbin 7% 4% Harbin 6% 3% Harbin 6% 3% Ever purchased Past 12 months purchase 9

10 ELEPHANT PARTS AND/OR PRODUCTS PAST 12 MONTHS BUYERS PROFILE Gender Age Avg. Age (in years) Representative 49% 51% Representative 24% 19% 22% 16% 19% 43.3 Past 12 Months Elephant Buyers 65% 35% Past 12 Months Elephant Buyers 17% 27% 42% 9% 6% 40.9 Female Male Education Income Representative 28% 62% 10% Representative 63% 25% 12% Past 12 Months Elephant Buyers 4% 73% 23% Past 12 Months Elephant Buyers 10% 46% 44% Low Middle High Low Middle High 10

11 RHINO PAST 12 MONTHS BUYERS PROFILE Gender Age Avg. Age (in years) Representative 49% 51% Representative 16% 17% 30% 17% 20% 43.3 Past 12 Months Rhino Buyers 46% 54% Past 12 Months Rhino Buyers 17% 40% 25% 16% 3% 39.7 Female Male Education Income Representative 28% 62% 10% Representative 63% 25% 12% Past 12 Months Rhino Buyers 8% 67% 26% Past 12 Months Rhino Buyers 17% 55% 28% Low Middle High Low Middle High 11

12 PANGOLIN PAST 12 MONTHS BUYERS PROFILE Gender Age Avg. Age (in years) Representative 49% 51% Representative 24% 19% 22% 16% 19% 43.3 Past 12 Months Pangolin Buyers 39% 61% Past 12 Months Pangolin Buyers 19% 41% 22% 12% 6% 39.5 Female Male Education Income Representative 28% 62% 10% Representative 63% 25% 12% Past 12 Months Pangolin Buyers 8% 67% 25% Past 12 Months Pangolin Buyers 16% 50% 34% Low Middle High Low Middle High 12

13 TIGER PAST 12 MONTHS BUYERS PROFILE Gender Age Avg. Age (in years) Representative 49% 51% Representative 24% 19% 22% 16% 19% 43.3 Past 12 Months Tiger Buyers 41% 59% Past 12 Months Tiger Buyers 23% 38% 19% 12% 7% 39.0 Female Male Education Income Representative 28% 62% 10% Representative 63% 25% 12% Past 12 Months Tiger Buyers 6% 61% 33% Past 12 Months Tiger Buyers 25% 34% 41% Low Middle High Low Middle High 13

14 WHAT: Identify the prevalence and frequency of purchase and use of these products 14

15 OVERVIEW MAIN PARTS PURCHASED BY SPECIES Ivory Legs Bones Feet Skin Elephant (%) (n=177) 93 Horn Skin Tooth Meat Bones Rhino (%) (n=140) 84 Scale Meat Body Tail Head Pangolin (%) (n=134) Bones Skin Tooth Testes Claws Tiger (%) (n=79) Top 2 By City (%) Beijing Shanghai Guangzhou Kunming Nanning Harbin Elephant Rhino Pangolin Tiger Ivory 87% Legs 6% Horn 77% Skin 3% Scales 63% Meat 8% Skin 45% Bones 36% Ivory 94% Legs 2% Horn 79% Skin 10% Scales 79% Tail 5% *Small *Small Horn 100% *Small *Small Ivory 96% Nose 2% Horn 82% Skin 4% Scales 86% Head 5% *Small Ivory 96% Skin 4% Horn 84% Skin 4% *Small *Small *Small *Small *Small *Small 15

16 PURCHASE OCCASIONS PRODUCTS AND/OR PARTS OF ELEPHANTS AMONG THOSE WHO HAVE BOUGHT ELEPHANT PARTS AND/OR PRODUCTS IN THE PAST 12 MONTHS Top 10 Purchase Occasions (for the Last Purchase) (% of Buyers) Main Parts and/or Products Purchased by City A gift to someone for a different reason A wedding anniversary No specific occasion Harbin Ivory 100% To cultivate a relationship To celebrate a new business A birthday Beijing Ivory 87% Western New Year 8 A promotion at work Chinese New Year Birth of a child Kunming Ivory 96% Nanning Ivory 96% Shanghai Ivory 94% Guangzhou Ivory 88% 16

17 PURCHASE OCCASIONS PRODUCTS AND/OR PARTS OF RHINOS AMONG THOSE WHO HAVE BOUGHT RHINO PARTS AND/OR PRODUCTS IN THE PAST 12 MONTHS Top 10 Purchase Occasions (for the Last Purchase) (% of Buyers) Main Parts and/or Products Purchased by City A gift to someone for a different reason No specific occasion To cultivate a relationship Harbin Horn 92% A promotion at work 10 To celebrate a new business A birthday 8 7 Beijing Horn 77% Chinese New Year 7 A wedding anniversary Western New Year Birth of a child Kunming Horn 82% Nanning Horn 84% Shanghai Horn 79% Guangzhou Horn 100% 17

18 PURCHASE OCCASIONS PRODUCTS AND/OR PARTS OF PANGOLINS AMONG THOSE WHO HAVE BOUGHT PANGOLIN PARTS AND/OR PRODUCTS IN THE PAST 12 MONTHS Top 10 Purchase Occasions (for the Last Purchase) (% of Buyers) Main Parts and/or Products Purchased by City No specific occasion A gift to someone for a different reason Birth of a child Harbin Scales 67% To cultivate a relationship 12 Chinese New Year A birthday 9 8 Beijing Scales 63% Western New Year 7 A promotion at work A wedding anniversary Medical use Kunming Scales 86% Nanning Scales 94% Shanghai Scales 79% Guangzhou Scales 92% 18

19 PURCHASE OCCASIONS - PRODUCTS AND/OR PARTS OF TIGERS AMONG THOSE WHO HAVE BOUGHT TIGER PARTS AND/OR PRODUCTS IN THE PAST 12 MONTHS Top 10 Purchase Occasions (for the Last Purchase) (% of Buyers) Main Parts and/or Products Purchased by City To cultivate a relationship A gift to someone for a different reason No specific occasion Harbin Bones 75% A birthday Western New Year Birth of a child Beijing Skin 45% Chinese New Year 5 Medical use A wedding anniversary To celebrate a new business Kunming Bones 54% Nanning Bones 45% Shanghai Bones 47% Guangzhou Bones 40% 19

20 OVERVIEW FUTURE PURCHASE INTENTION Elephant Rhino Pangolin Tiger Total (% Very likely + Likely to purchase) Total sample 18 Total sample 13 Total sample 13 Total sample 13 Past 12 Months Buyers P12M Buyers 82 P12M Buyers 77 P12M Buyers 68 P12M Buyers 68 By City Beijing 20 Beijing 19 Beijing 16 Beijing 15 Shanghai 20 Shanghai 21 Shanghai 18 Shanghai 18 Guangzhou 11 Guangzhou 8 Guangzhou 8 Guangzhou 8 Kunming 21 Kunming 15 Kunming 15 Kunming 15 Nanning 20 Nanning 12 Nanning 12 Nanning 13 Harbin 15 Harbin 6 Harbin 9 Harbin 12 20

21 OVERVIEW ACCEPTABILITY Elephant Rhino Pangolin Tiger Total (% Completely acceptable + Acceptable) Total sample 20 Total sample 15 Total sample 14 Total sample 15 Past 12 Months Buyers P12M Buyers 85 P12M Buyers 76 P12M Buyers 67 P12M Buyers 69 By City Beijing 21 Beijing 19 Beijing 18 Beijing 16 Shanghai 22 Shanghai 20 Shanghai 17 Shanghai 19 Guangzhou 12 Guangzhou 10 Guangzhou 10 Guangzhou 11 Kunming 23 Kunming 19 Kunming 15 Kunming 18 Nanning 24 Nanning 15 Nanning 16 Nanning 15 Harbin 16 Harbin 8 Harbin 7 Harbin 14 21

22 FUTURE PURCHASE INTENTION ELEPHANTS (ALL SPECIES SIMILAR) Total (n=1800) Likelihood to Purchase Parts and/or Products of Elephant in the Future (% of Respondents) Top 2 Box (%) Very likely + Likely 18 Income High Income (n=210) Medium Income (n=449) Low Income (n=1139) Education High (n=186) Middle (n=1109) Low (n=505) Travel Outside Mainland China Regularly (n=130) Occasionally (n=685) Never (n=985) Very likely Likely Neither likely, nor unlikely Unlikely Very unlikely 22

23 ALTERNATIVES TO ELEPHANT IVORY (TOP 10, % OF RESPONDENTS) Ivory nut Natural pearl Rosewood Ox horn or Ox bones Note: of these alternative products, coral is protected in China. Mammoth ivory (tusk) Synthetic products Jade Bamboo carvings Corals Gold

24 ALTERNATIVES TO RHINO (TOP 10, % OF RESPONDENTS) Buffalo horn 35 Cow/ox horn Synthetic products, which look like rhino horn (for decoration) Antelope horn Agar wood (decoration) 27 Note: of these alternative products, the antelope is protected in China. Rose wood (decoration) Synthetic medicine Nothing

25 ALTERNATIVES TO PANGOLIN (TOP 10, % OF RESPONDENTS) Synthetic products which appear the same as pangolin (for medicine) 57 Bills from hornbills for carving 35 Scales from other animals 30 Nothing 17 Note: of these alternative products, the hornbill is protected in China. 25

26 ALTERNATIVES TO TIGER (TOP 10, % OF RESPONDENTS) Medicine wine 40 Synthetic medicine 28 Lion bones 26 Dog s bones and teeth 25 Wolf s bones and teeth 21 Note: of these alternative products and related species, the wolf and leopard are protected in China. Nothing can replace Leopard s bones and teeth Peach wood Cheetah bones and teeth

27 WHERE: Purchase channels 27

28 OVERVIEW MAIN PURCHASE CHANNELS BY SPECIES Elephant (%) (n=177) Rhino (%) (n=140) Pangolin (%) (n=134) Tiger (%) (n=79) When travelling outside Mainland China leisure When travelling outside Mainland China business In China, physically, from a private individual In a retail store in China In a market stall in China Online In a wholesale shop / market In a TCM Pharmacy in China From street vendors in China In zoos and safari parks in China

29 PURCHASE DECISION AMONG THOSE WHO HAVE BOUGHT WILDLIFE PARTS AND/OR PRODUCTS IN THE PAST 12 MONTHS I made the decision to buy % who made a planned purchase % who made an unplanned purchase Entirely by myself Based on others recommendations 26% 50% 19% 42% 20% 42% 25% 38% 7% 17% 8% 30% 9% 28% 15% 22% 29

30 OVERVIEW THOSE WHO MADE AN UNPLANNED PURCHASE BASED ON OTHERS RECOMMENDATION BY SPECIES Elephant (%) (n=42) Rhino (%) (n=53) Pangolin (%) (n=51) Tiger (%) (n=29) Friend(s) 28% 27% 21% 27% A salesperson 16% 29% 27% 13% Colleague(s) 16% 16% 2% 10% A professional/ an expert 11% 5% 23% 10% A doctor 9% 7% 13% 27% Parent(s) 7% 2% 8% 3% My child/children 7% 2% 0% 3% My spouse/partner 5% 11% 6% 7% 30

31 WHY: Major motivations driving purchase and use of these products 31

32 DRIVERS AND DETERRENTS AMONG THOSE WHO HAVE BOUGHT ELEPHANT PARTS AND/OR PRODUCTS IN THE PAST 12 MONTHS Most describes people s opinions Least describes people s opinions Rarity Reflects purity and spirituality Is beautiful Brings luck, good fortune Ivory trade is often linked to crime and trade in drugs and guns Is expensive Indicates wealth, success, high position Brings good health A good investment High risk of buying fake products Indicates nobility, prestige Legality, personal risk Penalty for violating laws Elephant products or parts are not effective as a cure Killing of elephants, cruelty to elephants Passing on ivory is an outdated tradition Ivory is too fragile Protects from evil, harm I feel ashamed to purchase ivory Brings power Extinction of elephants Even if the price of ivory falls, it's not worth buying it I already have enough ivory Mean Scores out of Drivers of purchase Negative views / deterrents 32

33 Narratives Statement groupings METHODOLOGY OVERVIEW: NARRATIVE ANALYSIS (1) Indicates nobility, prestige Brings luck, good fortune Indicates wealth, success, high position Killing of elephants, cruelty to elephants Ivory is too fragile Extinction of elephants Passing on ivory is an outdated tradition Ivory trade is often linked to crime and trade in drugs and guns Even if the price of ivory falls, it's not worth buying it I feel ashamed to purchase ivory Brings good health A good investment I already have enough ivory Elephant products or parts are not effective as a cure Protects from evil, harm Brings power Reflects purity and spirituality Is beautiful Rarity High risk of buying fake products Penalty for violating laws Narrative 1: Narrative 2: Narrative 3: Narrative 4: Ivory brings/indicates success, wealth and social status. Ivory is neither a good investment nor a cure. Passing on ivory is an outdated tradition, and ivory trade is often linked to crime. I personally feel ashamed to purchase ivory. I own ivory and know for a fact that it protects from evil and harm. Ivory doesn t bring power. There's a high risk of buying fake ivory and being penalized for violating laws. 33

34 DRIVERS AND DETERRENTS AMONG THOSE WHO HAVE BOUGHT RHINO PARTS AND/OR PRODUCTS IN THE PAST 12 MONTHS Most describes people s opinions Brings good health, well-being Cures from illness Rhino horn trade is often linked to crime and trade in drugs and guns High risk of buying fake products Affirmation of wealth, success, high position A good investment Brings luck, good fortune Penalty for violating laws Legality, personal risk Extinction of rhinos Brings power Provides feeling of belonging to/acceptancy by social group network Masculinity Killing of rhinos / cruelty to rhinos I feel ashamed to purchase rhino products or parts Sexual Prowess I already have enough rhino products or parts Least describes people s Rhino horn deteriorates easily opinions Rhino horn is not effective as a cure Rhino products or parts are never worth their price, no matter how cheap Mean Scores out of Perceived Health Benefits of Rhino Among Past 12 Months Buyers (n=140) Make people calm down Strengthening body Detoxifying body Against itching/skin rash Reducing body heat Enhance sexual ability Preventing cancer Clear fever of children Drivers of purchase Negative views / deterrents

35 Narratives Statement groupings STATEMENT GROUPINGS AND NARRATIVES FOR RHINO Killing of rhinos / cruelty to rhinos Extinction of rhinos I feel ashamed to purchase rhino products or parts Rhino horn trade is often linked to crime and trade in drugs and guns A good investment Sexual Prowess Cures from illness Brings good health, well-being Rhino products or parts are never worth their price, no matter how cheap Rhino horn is not effective as a cure Brings power Brings luck, good fortune Affirmation of wealth, success, high position High risk of buying fake products Legality, personal risk Masculinity I already have enough rhino products or parts Provides feeling of belonging to/acceptancy by social group network Narrative 1: The belief that rhino horn enhances sexual prowess, wealth and social status is a huge misconception. Rhino horn trade means cruelty, death and extinction of rhinos. Buying rhino horn is illegal and shameful. Narrative 2: Rhino horn is an extremely powerful cure. Narrative 3: I believe that rhino horn brings luck, good fortune and power. Rhino horn sold is not fake. Narrative 4: Rhino horn does not enhance masculinity, and is illegal. Narrative 5: I own Rhino horn and know for a fact that it brings a feeling of belonging and social acceptance. 35

36 Most describes people s opinions DRIVERS AND DETERRENTS AMONG THOSE WHO HAVE BOUGHT PANGOLIN PARTS AND/OR PRODUCTS IN THE PAST 12 MONTHS Cures from illness Brings good health, well-being High risk of buying fake products Penalty for violating laws Pangolin trade is often linked to crime and trade in drugs and guns Sexual Prowess I feel ashamed to purchase pangolin products or parts Extinction of pangolins Brings luck, good fortune Masculinity Legality, personal risk Pangolin products or parts are not effective as a cure Affirmation of wealth, success, high position Killing of pangolins / cruelty to pangolins I already have enough pangolin products or parts Least describes Provides feeling of belonging to/acceptancy by social group network people s Pangolin products/parts are never worth their price, no matter how cheap opinions Brings power Mean Scores out of Perceived Health Benefits of Pangolin Among Past 12 Months Buyers (n=134) Nutritious for the body Help new mother produce milk Release dry and hotness from body Detoxifying Use for scratching Against skin rash / skin allergy Clear fever of children Drivers of purchase Negative views / deterrents

37 Narratives Statement groupings STATEMENT GROUPINGS AND NARRATIVES FOR PANGOLIN Brings power Brings luck, good fortune Provides feeling of belonging to/acceptancy by social group network Affirmation of wealth, success, high position Pangolin products or parts are not effective as a cure High risk of buying fake products Brings good health, wellbeing Cures from illness Masculinity I feel ashamed to purchase pangolin products or parts Penalty for violating laws Pangolin trade is often linked to crime and trade in drugs and guns Killing of pangolins / cruelty to pangolins I already have enough pangolin products or parts Extinction of pangolins Sexual Prowess Pangolin products or parts are never worth their price, no matter how cheap Legality, personal risk Narrative 1: Pangolin brings power, wealth, luck, success and high social status. Narrative 2: Pangolin brings good health and enhances masculinity. I am not feeling ashamed to purchase pangolins parts or products. Narrative 3: Killing pangolins is cruel and illegal and can lead to the extinction of this species. Sexual prowess resulting from consumption of pangolin is a misconception. Narrative 4: Pangolins are never worth their price and are risky to purchase because of illegality and personal risks. 37

38 DRIVERS AND DETERRENTS AMONG THOSE WHO HAVE BOUGHT TIGER PARTS AND/OR PRODUCTS IN THE PAST 12 MONTHS Rarity Most describes Is expensive people s Cure for illness opinions Brings good health Sexual prowess High risk of buying fake products Brings luck, good fortune Trade in tiger products is often linked to crime and trade in drugs/guns Nobility, prestige Contributes to the affirmation of wealth, success, high position Purity and spirituality A good investment Masculinity Killing of tigers, cruelty to tigers I feel ashamed to purchase tiger products or parts Legality, personal risk Protects from evil, harm Extinction of tigers Least describes Tiger products or parts are not effective as a cure people s I already have enough tiger products or parts opinions Brings power Tiger products/parts are never worth their price, no matter how cheap Mean Scores out of Perceived Health Benefits of Tiger Among Past 12 Months Buyers (n=79) Strengthening body Clears wind-dampness Relieving muscle and bone pain Invigorates kidneys Enhance sexual ability Release wetness from body Drivers of purchase Negative views / deterrents

39 Narratives Statement groupings STATEMENT GROUPINGS AND NARRATIVES FOR TIGER Brings good health Is expensive Cure for illness Rarity Tiger products or parts are never worth their price, no matter how cheap I already have enough tiger products or parts Tiger products or parts are not effective as a cure High risk of buying fake products Trade in tiger products is often linked to crime and trade in drugs and guns Extinction of tigers A good investment Purity and spirituality Brings luck, good fortune Nobility, prestige Brings power Contributes to the affirmation of wealth, success, high position Protects from evil, harm Masculinity Sexual prowess I feel ashamed to purchase tiger products or parts Killing of tigers, cruelty to tigers Legality, personal risk Narrative 1: Tiger parts and/or products is a rare, expensive but extremely effective cure. It is well worth the price. Narrative 2: Tiger products don t possess any spirituality, they don't bring luck or good fortune. The truth is that tiger products are often linked to criminal activities and products sold are often fake. Narrative 3: Tiger indicates prestige, power, social status. It protects from evil and harm. Narrative 4: Tiger enhances masculinity and sexual prowess Narrative 5: I am scared of the risks, or ashamed to buy tiger, especially as they are harvested in a very cruel way. 39

40 HOW [TO CHANGE]: Legislation and Regulations Assess exposure to messages 40

41 AWARENESS OF AGREEMENTS AND REGULATIONS Are You Aware of the Current/Upcoming Agreements or Regulations Controlling the Sale of the Protected Species? (%) Regulations/Agreements (or Elements of Regulations) Aware of Open-ended Responses (% Among Those Aware, n=335) Total Regulations on the Protection of Terrestrial Wildlife 39 Prohibition on ivory trade 18 Beijing (n=300) Shanghai (n=300) Year Guangzhou (n=300) Kunming (n=300) Ivory 4 Nanning (n=300) Harbin (n=300) Yes No Prohibition on tiger bones and rhino horn trade Serious offenses will be investigated for criminal responsibility

42 AWARENESS OF THE IVORY TRADE BAN Have You Heard About the Ban on Ivory Trade? (% of Respondents) Total How Much do You Agree with the Ivory Trade Ban? (%) Total Top 2 Box (%) Strongly agree + Agree 93 Past 12 Months Elephant Buyers (n=177) Past 12 Months Elephant Buyers (n=177) Beijing (n=300) Beijing (n=300) Shanghai (n=300) Shanghai (n=300) Guangzhou (n=300) Guangzhou (n=300) Kunming (n=300) Kunming (n=300) Nanning (n=300) Harbin (n=300) Nanning (n=300) Harbin (n=300) Yes No Not sure Strongly agree Agree Neither agree, nor disagree Disagree Strongly disagree 42

43 AWARENESS OF THE REVISED WILDLIFE PROTECTION LAW Have You Heard of the Revised Wildlife Protection Law of 2016? (%) Which Revisions or Additions Have You Heard of? (% Among Those Aware, n=798) Total In serious cases where it constitutes a crime, violators could be pursued for criminal responsibilities 59 Beijing (n=300) The sale, purchase and utilization of State protected wildlife and their products are prohibited 59 Shanghai (n=300) Guangzhou (n=300) Kunming (n=300) Nanning (n=300) Harbin (n=300) Publishing of ads relating to the illegal sale, purchase and utilization of wildlife products is prohibited The illegal purchase of wildlife under State protection and their products thereof for use as food is prohibited Violators could face fines and confiscation of illegal proceeds Yes No 43

44 AWARENESS OF MESSAGES Awareness of Messages on the Topic of Stopping the Consumption of Animal Parts and/or Products or on Animal Protection in the Past Six Months (%) Which Revisions or Additions Have You Heard of? (% Among Those Aware, n=336) Law: The Regulation on Wildlife Protection in Total Message: When the buying stops, the killing can too 9 Law: The prohibition on ivory trade in China 8 Beijing (n=300) Shanghai (n=300) Guangzhou (n=300) Kunming (n=300) Nanning (n=300) Harbin (n=300) Species: Elephants/Ivory Organization: China Wildlife Conservation Association Celebrity: Yao Ming Message: Protect animals to save our nature and home Species: Tigers Species: Pangolin CTA: Stop using wildlife products Yes No Celebrities: Li Bingbing 2 44

45 SOURCES OF AWARENESS Online (Net: 82%) Offline Social media (39%) AD TV advertisement (28%) Top 3 Sources of Messages News Online news portal (36%) News Mobile news app (23%) GOVN T Official websites from the government or private companies (28%) Heard from a friend (23%) All Sources of Awareness (% of Respondents) Social media Online news portal Television advertisement Official websites from government/ companies Blogs/Micro-blogs Mobile news apps Heard from a friend Leaflet Official websites from NGOs Internet advertisement/search engine ad Newspaper/magazine Heard from a family member E-commerce platforms Heard from colleagues Billboards Cinema commercial/ad Ads at subway/bus stations Online channels Offline channels 45

46 CONTACT : ELEANORA DE GUZMAN SOCIAL BEHAVIOR CHANGE COMMUNICATION TEAM LEAD USAID WILDLIFE ASIA eleanora.deguzman@usaidwildlifeasia.org 46