Using consumer preferences to characterize the trade of wild‐collected ornamental orchids in China

Sophie J Williams,Amy Hinsley,Jiangyun Gao,Stephan W Gale,Freya A V St John

doi:10.1111/conl.12569

Sophie J Williams, Amy Hinsley + Show 3 more

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https://doi.org/10.1111/conl.12569

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Abstract

AbstractOverexploitation of wildlife for trade threatens taxa globally. Interest in demand‐side approaches to address this problem has grown but understanding of how consumer preferences shape demand remains limited. To quantify the role of consumer preferences for wild orchids in China's horticultural market, we used conjoint analysis to determine which attributes are preferred by orchid owners and nonowners in two socioeconomically contrasting areas of South China. Across all respondents, price was the most important attribute followed by flower color. While Xishuangbanna participants exhibited a slight preference for wild over cultivated plants, origin (wild/cultivated) was of minimal importance. We also measured awareness of orchid import regulations. Most did not recognize the CITES logo, and knowledge of import laws was significantly lower in Hong Kong than in Xishuangbanna. Our findings suggest that trade in wild ornamental orchids in South China is supply‐driven, and strengthened regulations might be effective in reducing overexploitation.

Highlights

Overexploitation of economically valuable species is a major threat to biodiversity (Ticktin, 2004), with customs seizures suggesting that at least 7,000 species are trafficked internationally (UNODC, 2016)
Our findings suggest that trade in wild ornamental orchids in South China is supply-driven, and strengthened regulations might be effective in reducing overexploitation
Subgroups differed in the number of years’ education they had completed (H = 172.69, P < 0.001); the median years of education was higher among Xishuangbanna Tropical Botanical Garden (XTBG) respondents (XTBG owners 4, IQR = 1; XTBG nonowners 5, IQR = 1) than among Mong Kok Flower Market (MKFM) respondents (MKFM owners 3, IQR = 2; MKFM nonowner 3, IQR = 2)

Summary

Introduction

Overexploitation of economically valuable species is a major threat to biodiversity (Ticktin, 2004), with customs seizures suggesting that at least 7,000 species are trafficked internationally (UNODC, 2016). Little progress has been made in reducing this threat (Brashares et al, 2014). Addressing overexploitation in the illegal wildlife trade has historically relied on regulation at both national and international levels, most notably through the Convention on the International Trade in Endangered Species of Wild Flora and Fauna (CITES). The effectiveness of CITES and other regulations in preventing overexploitation can be limited where awareness of the rules is low, or where noncompliance is unlikely to result in negative consequences (Hinsley, Nuno, Ridout, St John & Roberts, 2017). Challenges in regulating illegal trade have led to increased interest in supply-side and demand-reduction approaches (Challender, Harrop, & MacMillan, 2015a). Supply-side approaches may involve introducing farmed substitutes to the market, assuming consumers will buy the new product. On the demand side, research on how consumer behavior can be modified is scant

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