Strategic behavioural interventions are required to tackle Chinese aesthetic, cultural, and social values driving ivory demand

Chinese consumers play a significant role in driving demand for ivory, which continues to threaten vulnerable African elephant populations. To assess the behavioural drivers of Chinese ivory consumption, we conducted a causal analysis of ivory ownership, gifting practices, and inheritance using an online questionnaire adopting the Unmatched Count Technique and Structural Equation Modelling. Receiving 1,017 responses, we found that aesthetic value, cultural significance and ivory's function as a product indicating social status directly affect consumer behaviour. These results provide a foundation for integrating evidence-based behavioural insights into the design of social marketing interventions targeting ivory consumer behaviours. Addressing the indirect social and cultural values driving the proliferation of illegal and unsustainable consumption of ivory is critical for designing effective demand management strategies. We encourage policymakers and practitioners to tackle consumer demand using behavioural methods to support wider conservation strategies.