Case Study 1: Disentangling the interacting legal and illegal markets for bear bile in China

This case study includes both an on-the-ground study of the consumers and market for bear bile within China and an exploration of the online trade in bear products. It uses of a range of methods to describe and understand the complex, interacting markets for illegal and legal wildlife products.

It addresses the following questions:

  • What is the type and scale of the market for wild bile?
  • What is the type and scale of the market for farmed bile?
  • What are the interactions between these two markets?

The case study involves a survey targeted at key demographic groups, direct observations and the collation and use of secondary information for context. It will provide evidence for a report to the World Conservation Congress in 2020, following on from a recommendation passed in 2012 requiring this research to be carried out.

Researcher: Dr Amy Hinsley
Collaborators: Dr Brendan Moyle, Dr Dave Garshelis, Prof Vincent Nijman, Dr David Roberts, Dr Julio Hernandez Castro 
Collaborating organisations: IUCN Bear Specialist Group, State Forestry Administration, China

Case Study 2: Consumer relationships with ivory and rhino horn as luxury products in Viet Nam

While in the past the main markets for rhino horn and ivory were thought to be in China, it is now widely traded in Viet Nam, with rhino horn having luxury status as a health tonic for wealthy businessmen, while both are sold as artefacts such as bangles and carved pieces. Despite substantial investment of time and resources into tackling the demand for wildlife products in Viet Nam, there is still a lack of evidence of the effectiveness of different approaches, and limited understanding of the demographics and motivations of consumers.

The case study fills this gap, answering the following questions, using methods from marketing research to understand particularly the role of wildlife products as luxury brands:

  • What is the prevalence of consumption of rhino horn and ivory within an urban affluent demographic group, and through online sales?
  • What relationships do people have with rhino horn and ivory, compared to other luxury products?
  • What specific interventions are best suited to changing consumer behaviour?

Researcher: Vian Sharif
Collaborator: Dr Andreas Eisengerich

Case Study 3: Influencing sales of saiga products in Singapore

The aim of this case study is to demonstrate the power of the Medical Research Council’s intervention evaluation framework. The case study will enable us quantitatively to attribute impact to an intervention, by implementing an intervention based on a foundation of evidence, and then evaluating its impact. This gives the case study strong generalisability both within conservation and more broadly in the field of social policy.

We will answer the following questions:

  • How effective have wildlife demand reduction campaigns been in changing consumer behaviour?
  • What is the profile and characteristics of saiga product consumers in Singapore, and how do they respond to different approaches to changing behaviour?
  • Implementing an actual intervention, what measurable impact has this intervention had on consumer demand for saiga products?

Researcher: Hunter Doughty
Collaborators: Dr Roopali Raghaven, Dr Janice Lee, Dr Roman Carrasco
Collaborating organisations: Wildlife Reserves Singapore, Nanyang Technological University, National University Singapore

Case Study 4: Understanding shark and ray trade chains in Indonesia

Indonesia is the world’s largest shark and ray fishery, but the nature and magnitude of the domestic and international trade chains are poorly understood. This case study involves understanding different stages of Indonesia’s shark and ray trade chain, from exploitation to consumption, and including both legal and illegal trade, to inform conservation interventions and assess impacts.

Current research questions include:

  • What is the magnitude of illegal shark and ray trade in Indonesia, and how has illegal trade changed as a result of law enforcement?
  • Who are they key consumers of shark and ray products, in Indonesia and internationally?
  • What are consumer characteristics and motivations, and how can we design behaviour change interventions to encourage responsible consumption?

Intelligence and law enforcement data will be collected and collated, and data will be collated and used to estimate the total size of the illegal trade network and volumes of trade. Pertinent consumer groups will be identified and profiled, with data collected on their characteristics and motivations. Lessons learned from other demand influencing campaigns will be used to inform conservation strategy development.

Collaborators: Dwi Adhiasto, Hollie Booth, Sofia Mardiah, Yunita Setyorini, Nuruliawati Yuwono
Collaborating organisation: Wildlife Conservation Society Indonesia 

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