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Demand reduction campaigns are a relatively new way of stemming instances of wildlife trafficking. Such campaigns involve attempting to decrease the desire to purchase trafficked products, and to achieve an actual shift in buyer behaviour away from these products. Where they are successful, they effect dramatic decreases in consumer markets. This chapter discusses the main drivers of consumer demand, the strategies employed to target them and where they have been successful, before identifying best practice methodologies and areas for future research.

‘When the Buying Stops, the Killing Can, too’: Wildlife Trafficking and Demand Reduction