“Consumer Behavior” Change We Believe in: Demanding Reduction Strategy for Endangered Wildlife

Zhao Liu, Zhigang Jiang, Hongx

Abstract

China has a history of using wildlife or for their parts and products, but now the sustainability use of endangered medicinal wildlife face challenges. Understanding the behavioral change and making effective behavioral change approaches and strategies are essential to strengthen demand reduction efforts on endangered wildlife products in China. The work described how we can make approaches and strategies to change consumer behavior to do this.