Social marketing to reduce demand for tiger products in Vietnam
Key Facts
FUNDING SCHEME Main
VALUE £400,200
WHERE Vietnam
Summary
Vietnamese demand for tiger products threatens the future of the species. TRAFFIC’s 2017 consumer survey found that 6% of Vietnam’s urban population self-reported using tiger products; 64% of them would recommend these to others. Drivers of consumption include gifting, medicine, and good luck. This project will build on these behavioural insights and recent successes to reduce rhino horn consumption to implement a culturally relevant and carefully targeted social marketing campaign, aiming to stop consumption of tiger products of main user groups.
Over 600 arrests and more than 500 convictions in wildlife crime since 2017, alongside a decline in ivory trafficking cases and an increase in elephant and rhino populations.
