Quantitative and Qualitative Study of Consumer Demand for Wildlife Products in Thailand

The study aimed to identify user profiles and motivations associated with ivory and tiger products, determine usage incidence and future purchase tendency, obtain baseline data for demand reduction initiatives, and evaluate campaign and communications exposure. The study employed a mixed-methods approach, combining both quantitative and qualitative research methods. The quantitative component involved a nationwide survey of 1,000 respondents, while the qualitative component consisted of focus group discussions and in-depth interviews with 50 respondents in Bangkok, Chiang Mai, and Surin. The quantitative survey revealed that 2% of the Thai population owns or uses ivory products, while 1% owns or uses tiger products. The survey also found that the majority of respondents who own or use ivory products are male, aged 25-45 years old, and have a mix of income levels. The qualitative component of the study explored the motivations and attitudes of consumers who purchase or use ivory and tiger products. The findings suggest that consumers who purchase or use these products are often motivated by spiritual or medicinal beliefs. For example, some respondents believed that tiger products have spiritual benefits, while others believed that they have medicinal properties. The study also found that online purchasing is a significant factor in the demand for ivory and tiger products. In Chiang Mai and Bangkok, there were 1-2 online purchasers in each purchaser group, and a mix of men and women aged 25-45 years old were involved in online purchasing. The study's findings have implications for demand reduction initiatives aimed at reducing the demand for ivory and tiger products. The study's baseline data can be used to track the effectiveness of these initiatives, and the study's findings on consumer motivations and attitudes can inform the development of targeted campaigns and communications strategies. The study's methodology involved obtaining approvals from USAID Wildlife Asia, Chulalongkorn University, and FHI 360. The study instruments, including the survey questionnaire, focus group discussion guides, and in-depth interview guides, were also approved by these organizations. The study's data collection period was from January 15 to February 11, 2018, and the data analysis plan was approved by USAID Wildlife Asia.