Journal Article

Influencing consumer demand is vital for tackling the illegal wildlife trade

Veríssimo, Diogo, Glikman, Jenny A., t Sas‐Rolfes, Michael

2020

Overview

INTRODUCTION Consumer demand is an integral part of any market system, and the markets involving wildlife products are no exception ('t Sas‐Rolfes et al., 2019). Macro factors are those that operate at a larger scale while micro factors relate to an individual consumer To deal with such complexity in the understanding of consumer demand from a marketing perspective, the concept of latent demand was created. By acknowledging the existence of latent demand, we recognize that not only changes in wealth, but also in cultural and social context, as well as information, can change the set of constraints facing a set of consumers, thereby increasing or reducing demand for a given product. Notwithstanding measurement challenges, the classical economic approach to demand (Marshall, 2009) is useful for determining the potential impacts of short‐term supply‐side policy interventions, by analysing the relationship between changing quantities of supply and market prices, the latter of which typically provide one of the most critical incentives for illegal activity (Draca & Machin, 2015).

• Publisher: John Wiley & Sons, Inc,Wiley
• Subject: Consumers / Demand / Incentives / Market prices / Marketing / Pricing / Wildlife trade