WHO ARE TIGER PRODUCT CONSUMERS?
Asia’s wild Tiger Panthera tigris populations are under threat. According to the
International Union for Conservation of Nature (IUCN), Viet Nam’s own tiger population is less than five animals, although there may no longer be any tigers left in Viet Nam.
Driving this decline is the demand for tiger products in Asia, especially in Viet Nam and China. In Viet Nam, the demand is motivated by belief in their supposed medical and talismanic properties.
A systematic approach to reduce this demand, informed by research, is needed urgently.
These are the user archetypes of tiger products in Vietnam developed by TRAFFIC and Intelligentmedia.
This is one of the activities of the social marketing Initiative to drive down tiger product consumption in Vietnam. The project is funded by the UK government through the Illegal Wildlife Trade Challenge Fund, implemented by TRAFFIC, Intelligentmedia, in partnership with CCPE (Central Party Committee of Communication and Education), The Behavioural Insights Team and VCCI (The Vietnam Chamber of Commerce and Industry).
More about the findings of tiger product consumers at this link: https://www.traffic.org/site/assets/files/12254/tiger-product-consumers-web.pdf