Testing an intervention codesigned with stakeholders for altering wildlife consumption: Health messaging matters

Consumer behavior change is a key priority to address the illegal wildlife trade, but evaluation of these interventions is lacking. We used surveys and randomized controlled trials to assess the effectiveness of three types of messages, which were codesigned with key stakeholders, with 2496 potential consumers and nontarget consumers in China. We found a 23% decrease in intention among potential consumers to use wild animal medicinal products by health-related messages, and a 14% decrease by legality-related messages, compared with the control group, though the effect size was small. Furthermore, we revealed that the effect of health-related messages occurred indirectly by increasing health risk perceptions associated with improper utilization of wild animals. Yet, we did not find a clear effect pathway of the legality-related messages. Regarding the nontarget consumers, information of whistleblowing platforms and incentives improved willingness to report illegal wildlife use directly, as well as indirectly through adding messages to increase perceived legality risk of using wild products and improve self-efficacy in identifying legal products. Our findings can inform future larger scale efforts to influence wildlife consumption.