Behaviour Change to Reduce Saiga Horn Consumption - H. Doughty

Hunter Lockwood Doughty researched and tested an evidence-based behavioural intervention addressing the use of saiga horn in traditional medicine in Singapore. The project combined research on consumers with the design and evaluation of communications intended to influence choices around saiga horn products.

The study added evidence on how behavioural science can be applied to wildlife-consumption issues and generated practical learning for future demand-reduction work. It also helped move the discussion beyond awareness alone by testing how carefully designed interventions can influence consumer decision-making.

Read the thesis here.