China's demand for elephant ivory falls to lowest level since national ban

Beijing, China – An annual consumer survey of the elephant ivory trade in China reveals that demand for ivory continues to decline since the country banned domestic trade in 2017 and is now less than half of pre-ban levels. Only 18 percent of consumers surveyed intend to buy ivory in the future, a significant drop from 43 percent before the ban.

The World Wide Fund for Nature (WWF) and the research organization GlobeScan, have conducted the largest consumer survey of the elephant ivory trade in China, 2000 people in 15 cities, for four consecutive years. This annual survey is the largest assessment of changes in attitudes towards ivory consumption, purchase rates and purchase intent, as well as awareness of China's ivory ban over time.

WWF's Fourth Annual Survey, Demand under the Ban - China Ivory Consumption Research 2020 , he found:

  • Consumers' intention to buy ivory in the future, both before and after being reminded of the ivory ban (19% and 8% respectively), continues to decline and is now less than half of pre-ban levels in 2017 (43%, 18%).
  • Self-reported purchase of ivory in the past 12 months declined to the lowest level in 2020 since the study began in 2017, although gifts are reported to be the most popular reason people buy ivory.
  • Although people's awareness of the ivory ban in 2020 dropped to the lowest level since 2017, 88 percent of those surveyed believe that the sale of ivory in China is illegal.
  • After remaining relatively stable at 14% of the surveyed population in 2018 and 2019, the proportion of the population defined as die-hard buyers has declined significantly to 8% in 2020, less than half the pre-ban level in 2017, although the rest "core" Staunch buyers are even more adamant in their determination to buy ivory. Among this group, the most compelling factor in buying ivory is the perception of its artistic value.
  • Regular overseas travelers, those who travel outside of mainland China more than once a year (travel was possible before the COVID-19 outbreak in 2020), remain the only group that has increased their ivory purchase rate. compared to 2017 levels, although the highest level of both spontaneous and driven awareness of the ban in 2020. They also maintain their future intention to buy ivory, while the intention of most other groups has steadily declined over the years.

Although travel was greatly reduced in 2020 due to restrictions related to COVID-19, Chinese outbound travelers have continuously been identified as the group that most frequently purchased elephant ivory in the past and has the strongest intention to buy. ivory in the future compared to other groups. WWF works with the travel industry to target this key demographic with demand reduction efforts. Through the Sustainable Travel Alliance, which was established by WWF in 2020 and is endorsed by leading travel agencies in China, WWF encourages corporate players in the travel and tourism sector, including online travel agencies and hotels. and traditional, to reject consumption. ivory and other illegal wildlife products.

“Chinese consumers have been a major driver of the global ivory trade dynamics contributing to an elephant poaching crisis on the African continent beginning in 2010, other factors include habitat loss and corruption in Africa. and poor law enforcement in transit countries, especially in South East Asia, ”said Zhou Fei, director of programs for WWF China. “China's ivory ban is a game changer that helps turn the tide of the illegal ivory trade that kills thousands of elephants each year. Partners from many sectors, including China Customs, Internet companies, and the travel industry, have committed to a zero tolerance initiative for the illegal wildlife trade and thus strengthened engagement efforts from the consumers ".

Lawsuit Under Ban: China Ivory Consumption Research 2020 it also assessed the impact of a social media campaign launched in 2020. The targeted campaign, starring Chinese cultural celebrity Ma Weidu, reached 22 million people and received the highest recognition among die-hard and regular shoppers. Foreign travelers. The survey found that the combination of information about the ivory ban and the campaign video had a strong deterrent effect on people's intention to buy ivory in the future, changing the attitudes of 74% of those who had reported wanting to buy. ivory in the future. future.

"This investigation is another encouraging sign that China's ban on elephant ivory trade is being effectively implemented and enforced," said Karen Xue, global director of WWF's High Impact Ivory Initiative. “We have seen wholesale prices for ivory fall globally since 2017 and several subpopulations of savanna elephants in Africa have rebounded. However, we must consider the recent reclassification of the International Union for Conservation of Nature that considers African savanna elephants and forest elephants as Endangered and Critically Endangered respectively and realize how critical is the role that plays consumer participation and education to curb demand for ivory and reverse the downward trend in the African elephant population "

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Note to editors:

  • This study, conducted by GlobeScan, an international research consultancy, is the largest and longest-running investigation into China's ivory consumption, involving a total of more than 8,000 consumers in 15 Chinese cities in four years. This is the fourth annual survey conducted since 2017.
  • The implementation of this project was made possible by funding from the German Federal Ministry for Economic Cooperation and Development (BMZ).

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