Consumer characteristics and preferences for mobulid gill plates in China.

Mobulid species are endangered globally, and the market trade for gill plates is believed to be a major threat. Successful conservation and the sustainable use of mobulids therefore require an objective understanding of consumer characteristics and preferences for gill plates. Previous studies focused on qualitative descriptions, and reliable quantitative analyses are currently lacking. We used a latent class choice experiment method and a semistructured questionnaire to provide important new quantitative information about gill plate consumer characteristics and the heterogeneous nature of demand for gill plates. From May to July 2019, we conducted a field study in Guangzhou, the primary consumption hub for mobulid gill plates in mainland China. Utilizing a simple random sampling method, we engaged in face-to-face interviews with 428 consumers of gill plates in the major trading markets in Guangzhou. Our results showed that 59.8% of consumers of gill plates were over 40 years old, 62.6% were female, 80.7% had annual household incomes of <200,000 yuan, and 84.5% recognized the medical and health value of gill plates and purchased them. About seventy-two percent of consumers preferred to purchase imported and less expensive gill plates from unprotected species, but they had a strong preference for large gill plates from protected species, such as Mobula birostris. This contradiction arose from consumers' lack of knowledge of mobulids and their conservation status. We found, for example, female consumers over 40 years old had the least understanding of conservation status of mobulid species and the link between size of gill plates and rarity of mobulids. This suggests there may be opportunities to promote mobulid conservation through education and marketing targeted at this demographic. Consumers who had a positive preference for gill plates from protected species (regardless of price) (10%) may be harder to influence. Overall, we believe education alone is not enough and that the conservation of mobulids would benefit from an integrated approach that involves conservation education and strengthened trade regulations, such as the introduction of traceability systems and a stiffer legal framework for consumption of protected species.

Características y preferencias de los consumidores de placas branquiales de mobúlidos en China Resumen Las especies de mobúlidos están en peligro de extinción en todo el mundo y se considera al mercado de placas branquiales como una amenaza principal. Por lo tanto, la conservación exitosa y el uso sustentable de los mobúlidos requiere del entendimiento objetivo de las características y preferencias de los consumidores de estas placas branquiales. Los estudios previos se han enfocado en descripciones cualitativas, por lo que actualmente no hay suficientes análisis cuantitativos confiables. Usamos un método de experimento de elección de clase latente y un cuestionario semiestructurado para proporcionar información cuantitativa nueva e importante sobre las características de los consumidores de placas branquiales y la naturaleza heterogénea de la demanda de estas placas. Realizamos un estudio de campo entre mayo y julio de 2019 en Guangzhou, el principal centro de consumo de placas branquiales de mobúlidos en el interior de China. Utilizamos un método de muestreo aleatorio simple para entrevistar cara-a-cara a 428 consumidores de placas branquiales en los principales mercados de Guangzhou. Nuestros resultados mostraron que el 59.8% de los consumidores son mayores a 40 años, 62.6% son mujeres, 80.7% tienen un ingreso doméstico anual mayor a 200,000 yuan y 84.5% reconocieron el valor médico y para la salud que tienen las placas branquiales, razones por las que las compran. El 72% de los consumidores prefirió comprar las placas importadas y menos caras de especies no protegidas, aunque tuvieron una mayor preferencia por las placas más grandes de las especies protegidas, como Mobula birostris. Esta contradicción se debe a la falta de conocimiento que tienen los consumidores sobre los mobúlidos y su estado de conservación. Descubrimos que, por ejemplo, las consumidoras de más de 40 años tienen el menor conocimiento del estado de conservación de los mobúlidos y la conexión entre el tamaño de las placas branquiales y la rareza de la especie. Lo anterior sugiere que podría haber oportunidad de promover la conservación de los mobúlidos por medio de la educación y la mercadotecnia enfocada en este grupo demográfico. Podría ser más difícil influir sobre el 10 % de los consumidores, el cual tiene una preferencia positiva por las placas branquiales de las especies protegidas (sin importar el precio). En general creemos que la educación por sí sola no es suficiente y que la conservación de los mobúlidos se beneficiaría de una estrategia integrada que involucre la educación para la conservación y regulaciones de mercado fortalecidas, como la introducción de los sistemas de trazabilidad y un marco legal más rígido para el consumo de las especies protegidas.

Can Substitutes Reduce Future Demand for Wildlife Products: A Case Study of China's Millennial Generation.

China is one of the world's leading consumer markets for wildlife products, yet there is little understanding of how demand will change in the future. In this study, we investigate the consumptive habits and attitudes of the millennial 'Juilinghou' demographic - a subset of society in China with the potential to substantially influence future demand for wildlife products. We surveyed 350 Chinese university students across Harbin and Beijing, China, and found that the intended future consumption of wildlife products was relatively low in this population but with a strong orientation towards wildlife products with medicinal properties. Seventy percent of those respondents who had used and/or intended to use wildlife products were willing to try substitutes, but this was heavily dependent on their price (cheaper) and quality. The insights gained through this survey are intended to meaningfully inform future initiatives to introduce sustainable substitutability into wildlife markets to alert future wildlife product consumers to alternative choices. Supplementary Information: The online version contains supplementary material available at 10.1007/s10745-021-00279-0.

The Impact of Information on Attitudes toward Sustainable Wildlife Utilization and Management: A Survey of the Chinese Public.

The widespread dissemination of information related to wildlife utilization in new online media and traditional media undoubtedly impacts societal conservation concepts and attitudes, thus triggering public discussions on the relationship between conservation and utilization. A study on how public attitudes and concepts are affected by the related information on wildlife utilization is helpful to implement the scientific wildlife conservation and management strategies, and to propose targeted measures to optimize the information environment. We designed the questionnaire to investigate the public's awareness and agreement with related information on wildlife utilization so as to measure how information with different dissemination channels, source types, and content orientation influenced the public's concept of wildlife conservation and utilization. The questionnaire was distributed in seven major geographical regions throughout China. Out of a total of 1645 questionnaires that were collected, 1294 questionnaires were valid, with an effective rate of 78.7%. Results show that respondents had the greatest awareness of information on preventing unsustainable and illegal utilization, and the lowest awareness of information on promoting unsustainable utilization, and that awareness of information that against utilization was higher than that of information which supported sustainable utilization. At the same time, respondents showed the greatest agreement for information on preventing unsustainable utilization and the lowest agreement for information on promoting unsustainable utilization; also, their agreement with information that against utilization was higher than that for information which supported sustainable use. Respondents had a high level of awareness of information on wildlife related to COVID-19 provided by experts. Gender, age, the level of development of the city in which they live, education, vegetarianism, and religious beliefs all affected respondents' agreement with related information on wildlife utilization. This research suggests that the publicity and education of scientific conservation methods should be emphasized in the future conservation education. In addition, scholars in the field of wildlife research should assume the role of 'influencer' and give full play to the scientific guidance of public opinion.

Wildlife-friendly food requires a multi-stakeholder approach to deliver landscape-scale biodiversity conservation in the Satoyama landscape of Japan.

Many global biodiversity hotspots have been cultivated for food for centuries and their unique agrobiodiversity is now under threat from land-use conversion, land abandonment or agricultural intensification. Wildlife-friendly farming (WFF) certification is a market-based approach that aims to alleviate the threats through charging a premium over conventional food products. This study explores the economic demand for WFF to protect biodiversity and maintain traditional rice cultivation in the Satoyama landscape of Japan by quantifying the price differential for key attributes of a landscape scale WFF scheme using choice experiments with consumers. A novel component of this study was to combine the choice experiment data with qualitative interviews with stakeholders together with observational and participatory approaches to identify underlying motivations for purchase decisions and to assess using a mixed methods approach the potential of WFF schemes to support landscape scale conservation and rural development. We found that consumer's willingness to pay (WTP) for organic rice was the highest, with a premium of 2937 JPY (26.83 USD) compared to non-organic rice. Respondents were also willing to pay more for all rice that conserves individual target species, with WTP for bird species the highest and for rice produced specifically in the traditional Satoyama landscapes. Although a WFF-Satoyama programme would bring public benefits and support rural livelihoods we suggest there are several challenges to widespread adoption that include an ageing farming population, a lack of appropriate business skills and technical capacity, and obstacles arising from Japanese land use policies concerning forestry and hunting.

Current Societal Views about Sustainable Wildlife Management and Conservation: A Survey of College Students in China.

Wildlife conservation and management has become a very complex public policy issue in China as concerns over on animal welfare and empathy for animals have grown. Science-based conservation strategies that are oriented toward sustainable wildlife management (SWM) are under threat as these new attitudes and values emerge and take hold. This study accesses the attitudes of college students towards SWM and wildlife conservation, and investigates demographic characteristics influencing their attitudes in China, a country that is traditionally associated with consumptive use of wildlife and SWM, but where new ideas about wildlife conservation are emerging. From October 2018 to April 2019, nine universities (including "Double First-Class" universities, first-tier universities, second-tier universities), and four three-year colleges in China were selected as survey locations, and face-to-face interviews were conducted with 1991 students. A total of 1977 questionnaires were recovered, of which 1739 were valid, with a completion rate of 88%. A Likert seven-point scale method was used to score students' attitudes, and a classification and regression tree (CART) was used to analyze whether their attitudes were affected by their demographic characteristics. The results show that although students are broadly supportive of the theory of SWM, some are deeply antagonistic about on SWM on issues that arouse strong emotions such as "Animal Welfare and Rights" and "Trophy Hunting". Demographic characteristics of students affect their degree of support for the SWM with support for SWM lower among vegetarians, freshmen, and students who have taken environmental protection electives. This research suggests that the theory of SWM requires to be refreshed and adapted to appeal to the younger generation of Chinese students, with SWM principles integrated into the environmental education programs of universities and three-year colleges. More attention should also be attached to media publicity by the government about wildlife conservation so as to enhance awareness of the need for SWM.

Why do people donate to conservation? Insights from a 'real world' campaign.

Non-governmental organisations (NGOs) play a key role in biodiversity conservation. The majority of these organisations rely on public donations to fund their activities, and therefore fundraising success is a determinant of conservation outcomes. In spite of this integral relationship, the key principals for fundraising success in conservation are still guided by expert opinion and anecdotal evidence, with very few quantitative studies in the literature. Here we assessed the behaviour of monetary donors across twenty-five different species-focused conservation campaigns organised by an NGO conservation and environmental society. The Australian Geographic Society (AGS) carried out fundraising campaigns over a five and half year period using an identical methodology in thirty-four of its country-wide network of outlet shops. AGS owns and operates these shops that sell toys and games related to science and nature. We tested how the following factors influenced monetary donations from members of the public:1) campaign duration, 2) appeal and familiarity of species, 3) species geographic distribution relative to the fundraising location, 4) level of income and education of potential donors, 5) age and gender profile of potential donors. Contrary to past research, we found most of these factors did not significantly influence the amount of donations made to each campaign by members of the public. Larger animals did elicit a significantly higher amount donated per transaction than smaller animals, as did shops located in poorer neighbourhoods. Our study findings contrast with past research that has focused largely on hypothetical donations data collected via surveys, and demonstrates the complexity and case-specific nature of relationships between donor characteristics and spending patterns. The study highlights the value of assessing real-world fundraising campaigns, and illustrates how collaboration between academia and NGOs could be used to better tailor fundraising campaigns to maximise donations from individual citizens.

Identifying Where REDD+ Financially Out-Competes Oil Palm in Floodplain Landscapes Using a Fine-Scale Approach.

Reducing Emissions from Deforestation and forest Degradation (REDD+) aims to avoid forest conversion to alternative land-uses through financial incentives. Oil-palm has high opportunity costs, which according to current literature questions the financial competitiveness of REDD+ in tropical lowlands. To understand this more, we undertook regional fine-scale and coarse-scale analyses (through carbon mapping and economic modelling) to assess the financial viability of REDD+ in safeguarding unprotected forest (30,173 ha) in the Lower Kinabatangan floodplain in Malaysian Borneo. Results estimate 4.7 million metric tons of carbon (MgC) in unprotected forest, with 64% allocated for oil-palm cultivations. Through fine-scale mapping and carbon accounting, we demonstrated that REDD+ can outcompete oil-palm in regions with low suitability, with low carbon prices and low carbon stock. In areas with medium oil-palm suitability, REDD+ could outcompete oil palm in areas with: very high carbon and lower carbon price; medium carbon price and average carbon stock; or, low carbon stock and high carbon price. Areas with high oil palm suitability, REDD+ could only outcompete with higher carbon price and higher carbon stock. In the coarse-scale model, oil-palm outcompeted REDD+ in all cases. For the fine-scale models at the landscape level, low carbon offset prices (US $3 MgCO2e) would enable REDD+ to outcompete oil-palm in 55% of the unprotected forests requiring US $27 million to secure these areas for 25 years. Higher carbon offset price (US $30 MgCO2e) would increase the competitiveness of REDD+ within the landscape but would still only capture between 69%-74% of the unprotected forest, requiring US $380-416 million in carbon financing. REDD+ has been identified as a strategy to mitigate climate change by many countries (including Malaysia). Although REDD+ in certain scenarios cannot outcompete oil palm, this research contributes to the global REDD+ debate by: highlighting REDD+ competitiveness in tropical floodplain landscapes; and, providing a robust approach for identifying and targeting limited REDD+ funds.

Synergies for improving oil palm production and forest conservation in floodplain landscapes.

Lowland tropical forests are increasingly threatened with conversion to oil palm as global demand and high profit drives crop expansion throughout the world's tropical regions. Yet, landscapes are not homogeneous and regional constraints dictate land suitability for this crop. We conducted a regional study to investigate spatial and economic components of forest conversion to oil palm within a tropical floodplain in the Lower Kinabatangan, Sabah, Malaysian Borneo. The Kinabatangan ecosystem harbours significant biodiversity with globally threatened species but has suffered forest loss and fragmentation. We mapped the oil palm and forested landscapes (using object-based-image analysis, classification and regression tree analysis and on-screen digitising of high-resolution imagery) and undertook economic modelling. Within the study region (520,269 ha), 250,617 ha is cultivated with oil palm with 77% having high Net-Present-Value (NPV) estimates ($413/ha-yr-$637/ha-yr); but 20.5% is under-producing. In fact 6.3% (15,810 ha) of oil palm is commercially redundant (with negative NPV of $-299/ha-yr-$-65/ha-yr) due to palm mortality from flood inundation. These areas would have been important riparian or flooded forest types. Moreover, 30,173 ha of unprotected forest remain and despite its value for connectivity and biodiversity 64% is allocated for future oil palm. However, we estimate that at minimum 54% of these forests are unsuitable for this crop due to inundation events. If conversion to oil palm occurs, we predict a further 16,207 ha will become commercially redundant. This means that over 32,000 ha of forest within the floodplain would have been converted for little or no financial gain yet with significant cost to the ecosystem. Our findings have globally relevant implications for similar floodplain landscapes undergoing forest transformation to agriculture such as oil palm. Understanding landscape level constraints to this crop, and transferring these into policy and practice, may provide conservation and economic opportunities within these seemingly high opportunity cost landscapes.