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Pangolins are the most trafficked mammal in the world. Their scales, made of keratin, are desired for medicinal and decorative reasons. Their meat is considered a delicacy because of their endangered status and is therefore offered at upscale restaurants. The demand is especially high in China and Vietnam, where pangolin meat is ordered to celebrate a business deal or to impress an important client. All eight species of pangolins are listed as either critically endangered, endangered, or vulnerable by the International Union for Conservation of Nature. Changing the demand dynamics concerning pangolins requires a shift in consumer values, as well as a shift in opportunity for local communities. The emergence and future impact of the Millennial generation may represent the new values necessary to halt the extirpation of pangolins. This study is about inspiring and mobilizing students to consider ways of abating wildlife trafficking, particularly through efforts related to tourism.

Tourism as a Demand Reduction Strategy for Pangolin Trafficking: Inspiring an Ethic of Care among College Students