Understanding the Market Drivers Behind the Reduced Demand for Ivory Products in Japan

Abstract

Reducing demand for wildlife products has been recognised as an important global priority. However, consumer demand is a complicated phenomenon involving numerous interacting biological and socio-economic factors, operating at a range of scales and time periods. The demand for elephant ivory is an excellent illustration of the gaps in our current knowledge. Although it is well-documented that Japan is no longer a significant destination consumer market for ivory products, we have little insight into the market drivers behind this change. This is partly because post-hoc evaluations are difficult when relying on traditional quantitative methods. We used General Elimination Methodology and semi-structured interviews with key stakeholders to understand the consumer changes in Japan. We identified the two biggest market drivers—the CITES international trade ban and economic recession—as well as a range of minor drivers and enabling conditions. These included respect for government authority, the passive nature of demand for ivory, and a general cultural shift away from conspicuous consumption. This case study highlights the role of theory-based qualitative evaluations in conservation, which recognises that specific outcomes are likely to be caused by multiple contributing factors driven by interactions between different actors.

Keywords

• behaviour change
• conservation social science
• consumer research
• demand reduction
• impact evaluation
• qualitative
• wildlife trade