Abstract
AbstractThe unsustainable wildmeat trade has been long recognized as a threat to wildlife. Yet, its impact on marine species has been underresearched. Sea turtles have been historically threatened by unsustainable trade, but there are few studies of consumer profile, motivations, and preferences. We conducted a survey in São Tomé Island, Gulf of Guinea, West Africa, including eight rural communities (n = 1,160) and the capital city of São Tomé (n = 628). We estimated prevalence of consumption, preference and availability of sea turtle meat and eggs. About 25% of rural and 32% of urban respondents had consumed meat in the past year. Around 25% of rural respondents were egg consumers, whereas little consumption was found in urban areas. Social norms were a predictor of consumption of sea turtle meat and eggs in rural communities but not in São Tomé city. Regarding influencers, teachers and religious leaders were the most trusted sources in rural communities, while teachers and NGOs were most trusted in São Tomé city. Radio and television were the most trusted channels in rural communities, while urban dwellers trusted radio the most. This research showcases how a structured approach to audience research can obtain behavioral insights that can guide behavior change efforts.
Highlights
All major threats to biodiversity are a consequence of the daily decision-making patterns of billions of humans worldwide (Schultz, 2011)
To guide the development and content of our questionnaire, we focused on attitudes, a positive or negative evaluation of something or someone; as well as social norms, collective understandings of group conduct as well as individual perceptions of desirable or actual group conduct (Lapinski & Rimal, 2005)
Designing behavior change interventions is a complex task that can only be accomplished through having an in-depth understanding of the people that we aim to influence, as well as the social, cultural, and physical contexts of the behaviors of interest
Summary
All major threats to biodiversity are a consequence of the daily decision-making patterns of billions of humans worldwide (Schultz, 2011). Through consumer or audience research, marketers are able to better understand the drivers and context in which consumers make decisions about resource use These drivers can be psychographic (e.g., attitudes, social norms, and behavior) and/or demographic (e.g., gender, age, income), and influence the recognition of a need and the decision to act on it (Figure 1). This knowledge allows marketers to segment key audiences, define messages, and select channels and influencers through which to reach the target consumers (Kotler & Armstrong, 2010; Noel, 2009) (Figure 1)
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