Prevalence and perspectives of illegal trade in cacti and succulent plants in the collector community

Although illegal wildlife trade (IWT) represents a serious threat to biodiversity, research into the prevalence of illegal plant collection and trade remains scarce. Because cacti and succulents are heavily threatened by overcollection for often illegal, international ornamental trade, we surveyed 441 members of the cacti and succulent hobbyist collector community with a mixed quantitative and qualitative approach. We sought to understand collector perspectives on the Convention on the International Trade in Endangered Species of Wild Flora and Fauna (CITES) and on the threats IWT poses to cactus and succulent conservation. Most respondents (74% of 401 respondents) stated that illegal collection in cacti and succulents represents a “very serious problem” and that the problem of wild plant collection is increasing (72% of 319 respondents). Most forms of illegal collection and trade were seen as very unacceptable by respondents. Self-reported noncompliance with CITES rules was uncommon (11.2% of 418 respondents); it remains a persistent problem in parts of the cacti and succulent hobbyist community. People engaging in rule breaking, such as transporting plants without required CITES documents, generally did so knowingly. Although 60.6% of 381 respondents regarded CITES as a very important tool for conservation, sentiment toward CITES and its efficacy in helping species conservation was mixed. Collectors in our survey saw themselves as potentially playing important roles in cactus and succulent conservation, but this potential resource remains largely untapped. Our results suggest the need for enhanced consultation with stakeholders in CITES decision-making. For challenging subjects like IWT, developing evidence-based responses demands deep interdisciplinary engagement, including assessing the conservation impact of species listings on CITES appendices.     

Toward a new understanding of the links between poverty and illegal wildlife hunting

Conservation organizations have increasingly raised concerns about escalating rates of illegal hunting and trade in wildlife. Previous studies have concluded that people hunt illegally because they are financially poor or lack alternative livelihood strategies. However, there has been little attempt to develop a richer understanding of the motivations behind contemporary illegal wildlife hunting. As a first step, we reviewed the academic and policy literatures on poaching and illegal wildlife use and considered the meanings of poverty and the relative importance of structure and individual agency. We placed motivations for illegal wildlife hunting within the context of the complex history of how wildlife laws were initially designed and enforced to indicate how hunting practices by specific communities were criminalized. We also considered the nature of poverty and the reasons for economic deprivation in particular communities to indicate how particular understandings of poverty as material deprivation ultimately shape approaches to illegal wildlife hunting. We found there is a need for a much better understanding of what poverty is and what motivates people to hunt illegally.     

Compliance with ivory trade regulations in the United Kingdom among traders

Global demand for elephant ivory is contributing to illegal poaching and significant decline of African elephant (Loxondonta africana) populations. To help mitigate decline, countries with legal domestic ivory markets were recommended by the Convention on International Trade in Endangered Species of Wild Fauna and Flora to close domestic markets for commercial trade. However, implementing stricter regulations on wildlife trade does not necessarily mean compliance with rules will follow. Using an online questionnaire, we examined the relationship between self-reported compliance with ivory trade regulations among 115 ivory traders in the United Kingdom and 4 dimensions (control, deterrence, legitimacy, and social norms) hypothesized to influence compliance with conservation regulations. Although most traders supported regulations, a large number did not always check that they comply with them when trading objects containing ivory. The main factors influencing compliance with ivory trade regulations were traders’ ability to comply and their perceptions of the regulations and punishments to deter illegal trade. These findings demonstrate the utility of conservation criminology to improve wildlife trade regulations and identify opportunities to reduce illegal ivory entering the market in the United Kingdom. Compliance could be improved by clearer regulations that facilitate easier detection of illegal ivory products and stronger prosecution of violations.     

Tracing the geographic origin of traded leopard body parts in the indian subcontinent with DNA‐based assignment tests

Illicit trade in wildlife products is rapidly decimating many species across the globe. Such trade is often underestimated for wide‐ranging species until it is too late for the survival of their remaining populations. Policing this trade could be vastly improved if one could reliably determine geographic origins of illegal wildlife products and identify areas where greater enforcement is needed. Using DNA‐based assignment tests (i.e., samples are assigned to geographic locations), we addressed these factors for leopards (Panthera pardus) on the Indian subcontinent. We created geography‐specific allele frequencies from a genetic reference database of 173 leopards across India to infer geographic origins of DNA samples from 40 seized leopard skins. Sensitivity analyses of samples of known geographic origins and assignments of seized skins demonstrated robust assignments for Indian leopards. We found that confiscated pelts seized in small numbers were not necessarily from local leopards. The geographic footprint of large seizures appeared to be bigger than the cumulative footprint of several smaller seizures, indicating widespread leopard poaching across the subcontinent. Our seized samples had male‐biased sex ratios, especially the large seizures. From multiple seized sample assignments, we identified central India as a poaching hotspot for leopards. The techniques we applied can be used to identify origins of seized illegal wildlife products and trade routes at the subcontinent scale and beyond.     

Dealing with the Clandestine Nature of Wildlife‐Trade Market Surveys

Abstract: Illegal international trade in wildlife (excluding fisheries and timber) has been valued at more than US$20 billion. A more precise figure has not been determined in part because of the clandestine nature of the trade, and for this same reason even regional and local levels of wildlife trade are difficult to assess. The application of recent developments in wildlife field‐survey methods (e.g., occupancy) now allows for a more‐accurate estimation of wildlife trade occurrence, including its hidden components at a variety of scales (e.g., regional, local) and periods (e.g., single season, 1 year, multiple years). Occupancy models have been applied in wildlife field studies to address the problem of false absences when conducting presence–absence surveys. Occupancy surveys differ from traditional presence–absence surveys because they incorporate repeat surveys, allowing for the likelihood of detecting a species (the probability of detection) to be estimated explicitly (in contrast to traditional surveys that often incorrectly treat this probability as close to one to allow for estimation of presence). Occupancy methods can be applied to a variety of wildlife‐trade surveys, including, for example, single‐species availability, links between two illegally traded species (i.e., co‐occurrence), and disease occurrence in live trade. In addition, free user‐friendly software (i.e., PRESENCE) allows even nonstatisticians to adequately address this issue. I simulated a hypothetical wildlife‐trade market survey that resulted in an apparent 20% decline in naïve occupancy (proportion of surveyed towns engaged in the trade) over 2 years, but when I accounted for change in probability of detection over the years the difference in occupancy was not statistically significant. As more sophisticated methods, such as occupancy, are applied to wildlife‐trade market surveys, results will be more robust and defensible and therefore, theoretically, more powerful when presented to conservation policy and decision makers.     

Motivations for the use and consumption of wildlife products

The dominant approach to combating the illegal wildlife trade has traditionally been to restrict the supply of wildlife products. Yet conservationists increasingly recognize the importance of implementing demand-side interventions that target the end consumers in the trade chain. Their aim is to curb the consumption of wildlife or shift consumption to more sustainable alternatives. However, there are still considerable knowledge gaps in understanding of the diversity of consumer motivations in the context of illegal wildlife trade, which includes hundreds of thousands of species, different uses, and diverse contexts. Based on consultation with multiple experts from a diversity of backgrounds, nationalities, and focal taxa, we developed a typology of common motivations held by wildlife consumers that can be used to inform conservation interventions. We identified 5 main motivational categories for wildlife use: experiential, social, functional, financial, and spiritual, each containing subcategories. This framework is intended to facilitate the segmentation of consumers based on psychographics and allow the tailoring of interventions—whether behavior change campaigns, enforcement efforts, or incentive programs—to the specific context in which they will be used. Underlining the importance of consumer research and collaborating with local actors is an important step toward promoting a more systematic approach to the design of demand reduction interventions.     

A dynamic simulation model to support reduction in illegal trade within legal wildlife markets

Sustainable wildlife trade is critical for biodiversity conservation, livelihoods, and food security. Regulatory frameworks are needed to secure these diverse benefits of sustainable wildlife trade. However, regulations limiting trade can backfire, sparking illegal trade if demand is not met by legal trade alone. Assessing how regulations affect wildlife market participants’ incentives is key to controlling illegal trade. Although much research has assessed how incentives at both the harvester and consumer ends of markets are affected by regulations, little has been done to understand the incentives of traders (i.e., intermediaries). We built a dynamic simulation model to support reduction in illegal wildlife trade within legal markets by focusing on incentives traders face to trade legal or illegal products. We used an Approximate Bayesian Computation approach to infer illegal trading dynamics and parameters that might be unknown (e.g., price of illegal products). We showcased the utility of the approach with a small-scale fishery case study in Chile, where we disentangled within-year dynamics of legal and illegal trading and found that the majority (∼77%) of traded fish is illegal. We utilized the model to assess the effect of policy interventions to improve the fishery's sustainability and explore the trade-offs between ecological, economic, and social goals. Scenario simulations showed that even significant increases (over 200%) in parameters proxying for policy interventions enabled only moderate improvements in ecological and social sustainability of the fishery at substantial economic cost. These results expose how unbalanced trader incentives are toward trading illegal over legal products in this fishery. Our model provides a novel tool for promoting sustainable wildlife trade in data-limited settings, which explicitly considers traders as critical players in wildlife markets. Sustainable wildlife trade requires incentivizing legal over illegal wildlife trade and consideration of the social, ecological, and economic impacts of interventions.     

Using spatial patterns in illegal wildlife uses to reveal connections between subsistence hunting and trade

Although most often considered independently, subsistence hunting, domestic trade, and international trade as components of illegal wildlife use (IWU) may be spatially correlated. Understanding how and where subsistence and commercial uses may co‐occur has important implications for the design and implementation of effective conservation actions. We analyzed patterns in the joint geographical distribution of illegal commercial and subsistence use of multiple wildlife species in Venezuela and evaluated whether available data were sufficient to provide accurate estimates of the magnitude, scope, and detectability of IWU. We compiled records of illegal subsistence hunting and trade from several sources and fitted a random‐forest classification model to predict the spatial distribution of IWUs. From 1969 to 2014, 404 species and 8,340,921 specimens were involved in IWU, for a mean extraction rate of 185,354 individuals/year. Birds were the most speciose group involved (248 spp.), but reptiles had the highest extraction rates (126,414 individuals/year vs. 3,133 individuals/year for birds). Eighty‐eight percent of international trade records spatially overlapped with domestic trade, especially in the north and along the coast but also in western inland areas. The distribution of domestic trade was broadly distributed along roads, suggesting that domestic trade does not depend on large markets in cities. Seventeen percent of domestic trade records overlapped with subsistence hunting, but the spatial distribution of this overlap covered a much larger area than between commercial uses. Domestic trade seems to respond to demand from rural more than urban communities. Our approach will be useful for understanding how IWU works at national scales in other parts of the world.     

Ethics and governance for internet-based conservation science research

Internet-based research is increasingly important for conservation science and has wide-ranging applications and contexts, including culturomics, illegal wildlife trade, and citizen science. However, online research methods pose a range of ethical and legal challenges. Online data may be protected by copyright, database rights, or contract law. Privacy rights may also restrict the use and access of data, as well as ethical requirements from institutions. Online data have real-world meaning, and the ethical treatment of individuals and communities must not be marginalized when conducting internet-based research. As ethics frameworks originally developed for biomedical applications are inadequate for these methods, we propose that research activities involving the analysis of preexisting online data be treated analogous to offline social science methods, in particular, nondeceptive covert observation. By treating internet users and their data with respect and due consideration, conservationists can uphold the public trust needed to effectively address real-world issues.     

The perils of flawed science in wildlife trade literature

Despite broad scientific consensus that sustainable use of wildlife can enhance conservation efforts, ethical concerns have led some community groups to oppose use of wild animals. Voicing those concerns is legitimate, but underlying philosophical bias should not influence science-based analysis and interpretation. We argue that philosophical biases are common in the scientific literature on trade in wildlife. The critically important case of bias surrounding the use of reptile leathers for luxury fashion illustrates the problem. Based on analysis of official seizures of fashion products made from wildlife, a recent study inferred that criminal activity (as inferred by noncompliance with regulations) was common and increasing and, hence, that authorities needed to adopt more stringent restrictions on the trade. In fact, the conclusions of that study are artifacts of pseudoreplication (e.g., multiple counts of single violations) and biased sampling (e.g., focus on companies with high rates of error) and run directly opposite to actual patterns in the data. As a proportion of overall trade, rates of noncompliance are exceptionally low (<0.4%), are declining, and result primarily from paper-work errors rather than criminal intent (e.g., such errors are more frequent for goods shipped by government authorities than by the commercial fashion industry). The recommendation by the study authors to prohibit the international trade in wildlife-based fashion products is imperiling a sustainable trade that can benefit biodiversity and people's livelihoods by providing financial incentives for conservation of species and habitats. This example offers a warning of the dangers of basing research on the wildlife trade on ethical or philosophical positions rather than objective evaluations of evidence.     

A guide to using the internet to monitor and quantify the wildlife trade

The unrivaled growth in e-commerce of animals and plants presents an unprecedented opportunity to monitor wildlife trade to inform conservation, biosecurity, and law enforcement. Using the internet to quantify the scale of the wildlife trade (volume and frequency) is a relatively recent and rapidly developing approach that lacks an accessible framework for locating relevant websites and collecting data. We produced an accessible guide for internet-based wildlife trade surveillance. We detailed a repeatable method involving a systematic internet search, with search engines, to locate relevant websites and content. For data collection, we highlight web-scraping technology as an efficient way to collect data in an automated fashion at regularly timed intervals. Our guide is applicable to the multitude of trade-based contexts because researchers can tailor search keywords for specific taxa or derived products and locations of interest. We provide information for working with the diversity of websites used in wildlife trade. For example, to locate relevant content on social media (e.g., posts or groups), each social media platform should be examined individually via the site's internal search engine. A key advantage of using the internet to study wildlife trade is the relative ease of access to an increasing amount of trade-related data. However, not all wildlife trade occurs online and it may occur on unobservable sections of the internet.     

Discrepancies in Reported Levels of International Wildlife Trade

Abstract:  The international wildlife trade is a principal cause of biodiversity loss, involving hundreds of millions of plants and animals each year, yet wildlife trade records are notoriously unreliable. We assessed the precision of wildlife trade reports for the United States, the world's largest consumer of endangered wildlife, by comparing data from the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES) with U.S. Customs data. For both U.S. imports and exports, CITES and Customs reported substantially different trade volumes for all taxa in all years. Discrepancies ranged from a CITES-reported volume 376% greater than that reported by Customs (live coral imports, 2000) to a Customs' report 5202% greater than CITES (conch exports, 2000). These widely divergent data suggest widespread inaccuracies that may distort the perceived risk of targeted wildlife exploitation, leading to misallocation of management resources and less effective conservation strategies. Conservation scientists and practitioners should reexamine assumptions regarding the significance of the international wildlife trade.     

Estimating the extent and structure of trade in horticultural orchids via social media

The wildlife trade is a lucrative industry involving thousands of animal and plant species. The increasing use of the internet for both legal and illegal wildlife trade is well documented, but there is evidence that trade may be emerging on new online technologies such as social media. Using the orchid trade as a case study, we conducted the first systematic survey of wildlife trade on an international social‐media website. We focused on themed forums (groups), where people with similar interests can interact by uploading images or text (posts) that are visible to other group members. We used social‐network analysis to examine the ties between 150 of these orchid‐themed groups to determine the structure of the network. We found 4 communities of closely linked groups based around shared language. Most trade occurred in a community that consisted of English‐speaking and Southeast Asian groups. In addition to the network analysis, we randomly sampled 30 groups from the whole network to assess the prevalence of trade in cultivated and wild plants. Of 55,805 posts recorded over 12 weeks, 8.9% contained plants for sale, and 22–46% of these posts pertained to wild‐collected orchids. Although total numbers of posts about trade were relatively small, the large proportion of posts advertising wild orchids for sale supports calls for better monitoring of social media for trade in wild‐collected plants.     

Identification of policies for a sustainable legal trade in rhinoceros horn based on population projection and socioeconomic models

Between 1990 and 2007, 15 southern white (Ceratotherium simum simum) and black (Diceros bicornis) rhinoceroses on average were killed illegally every year in South Africa. Since 2007 illegal killing of southern white rhinoceros for their horn has escalated to >950 individuals/year in 2013. We conducted an ecological–economic analysis to determine whether a legal trade in southern white rhinoceros horn could facilitate rhinoceros protection. Generalized linear models were used to examine the socioeconomic drivers of poaching, based on data collected from 1990 to 2013, and to project the total number of rhinoceroses likely to be illegally killed from 2014 to 2023. Rhinoceros population dynamics were then modeled under 8 different policy scenarios that could be implemented to control poaching. We also estimated the economic costs and benefits of each scenario under enhanced enforcement only and a legal trade in rhinoceros horn and used a decision support framework to rank the scenarios with the objective of maintaining the rhinoceros population above its current size while generating profit for local stakeholders. The southern white rhinoceros population was predicted to go extinct in the wild <20 years under present management. The optimal scenario to maintain the rhinoceros population above its current size was to provide a medium increase in antipoaching effort and to increase the monetary fine on conviction. Without legalizing the trade, implementing such a scenario would require covering costs equal to approximately $147,000,000/year. With a legal trade in rhinoceros horn, the conservation enterprise could potentially make a profit of $717,000,000/year. We believe the 35‐year‐old ban on rhinoceros horn products should not be lifted unless the money generated from trade is reinvested in improved protection of the rhinoceros population. Because current protection efforts seem to be failing, it is time to evaluate, discuss, and test alternatives to the present policy.     

Network analysis of a stakeholder community combatting illegal wildlife trade

The illegal wildlife trade has emerged as a growing and urgent environmental issue. Stakeholders involved in the efforts to curb wildlife trafficking include nongovernmental organizations (NGOs), academia, and state government and enforcement bodies. The extent to which these stakeholders work and communicate among each other is fundamental to effectively combatting illicit trade. Using the United Kingdom as a case study, we used a social network analysis and semistructured interviews of stakeholders to assess communication relationships in the counter wildlife trafficking community. The NGOs consistently occupied 4 of the 5 most central positions in the generated networks, whereas academic institutions routinely occupied 4 of the 5 most peripheral positions. However, NGOs were the least diverse in their communication practices compared with the other stakeholder groups. Stakeholders identified personal relationships as the most important aspect of functioning communication. Participant insights also showed that stakeholder-specific variables (e.g., ethical and confidentiality concerns), competition, and fundraising can have a confounding effect on intercommunication. Evaluating communication networks and intrastakeholder communication trends is essential to creating cohesive, productive, and efficient responses to the challenges of combatting illegal wildlife trade. Article impact statement: Communication among those combatting illegal wildlife trade is confounded by stakeholder variables (ethics, confidentiality), competition, and fundraising.     

Combating the Illegal Trade in African Elephant Ivory with DNA Forensics

Abstract:  International wildlife crime is burgeoning in this climate of global trade. We contend that the most effective way to contain this illegal trade is to determine where the wildlife is being removed. This allows authorities to direct law enforcement to poaching hot spots, potentially stops trade before the wildlife is actually killed, prevents countries from denying their poaching problems at home, and thwarts trade before it enters into an increasingly complex web of international criminal activity. Forensic tools have been limited in their ability to determine product origin because the information they can provide typically begins only at the point of shipment. DNA assignment analyses can determine product origin, but its use has been limited by the inability to assign samples to locations where reference samples do not exist. We applied new DNA assignment methods that can determine the geographic origin(s) of wildlife products from anywhere within its range. We used these methods to examine the geographic origin(s) of 2 strings of seizures involving large volumes of elephant ivory, 1 string seized in Singapore and Malawi and the other in Hong Kong and Cameroon. These ivory traffickers may comprise 2 of the largest poaching rings in Africa. In both cases all ivory seized in the string had common origins, which indicates that crime syndicates are targeting specific populations for intense exploitation. This result contradicts the dominant belief that dealers are using a decentralized plan of procuring ivory stocks as they became available across Africa. Large quantities of ivory were then moved, in multiple shipments, through an intermediate country prior to shipment to Asia, as a risk-reduction strategy that distances the dealer from the poaching locale. These smuggling strategies could not have been detected by forensic information, which typically begins only at the shipping source.     

Association of reproductive traits with captive- versus wild-sourced birds in trade

The wildlife trade is a billion-dollar global business, involving millions of people, thousands of species, and hundreds of millions of individual organisms. Unravelling whether trade targets reproductively distinct species and whether this preference varies between captive- and wild-sourced species is a crucial question. We used a comprehensive list of all bird species traded, trade listings and records kept in compliance with the Convention on International Trade in Endangered Species (CITES), and a suite of avian reproductive parameters to examine whether wildlife trade is associated with particular facets of life history and to examine the association between life-history traits and captive- and wild-sourced traded volumes over time. Across all trade, CITES listing, and CITES trade, large birds were more likely to be traded and listed, but their longevity and age at maturity were not associated with CITES listing or trade. We found species across almost the full range of trait values in both captive and wild trade between 2000 and 2020. Captive trade volumes clearly associated with relatively longer lived and early-maturing species; these associations remained stable and largely unchanged over time. Trait–volume associations in wild-sourced trade were more uncertain. Only body mass had a clear association, and it varied from negative to positive over time. Although reproductive traits were important in captive-sourced trade, species-level variation dominated trade, with even congeneric species varying greatly in volume despite similar traits. The collection and incorporation of trait data into sustainability assessments of captive breeding facilities are crucial to ensure accurate quotas and guard against laundering.     

Legal ivory trade in a corrupt world and its impact on African elephant populations

Illegal hunting of African elephants (Loxodonta africana) for ivory is causing rapid declines in their populations. Since 2007, illegal ivory trade has more than doubled. African elephants are facing the most serious conservation crisis since 1989, when international trade was banned. One solution proposed is establishment of a controlled legal trade in ivory. High prices for ivory mean that the incentives to obtain large quantities are high, but the quantity of tusks available for trade are biologically constrained. Within that context, effective management of a legal ivory trade would require robust systems to be in place to ensure that ivory from illegally killed elephants cannot be laundered into a legal market. At present, that is not feasible due to corruption among government officials charged with implementing wildlife‐related legislation. With organized criminal enterprises involved along the whole commodity chain, corruption enables the laundering of illegal ivory into legal or potentially legal markets. Poachers and traffickers can rapidly pay their way out of trouble, so the financial incentives to break the law heavily outweigh those of abiding by it. Maintaining reliable permitting systems and leak‐proof chains of custody in this context is challenging, and effective management breaks down. Once illegal ivory has entered the legal trade, it is difficult or impossible for enforcement officers to know what is legal and illegal. Addressing corruption throughout a trade network that permeates countries across the globe will take decades, if it can ever be achieved. That will be too late for wild African elephants at current rates of loss. If we are to conserve remaining wild populations, we must close all markets because, under current levels of corruption, they cannot be controlled in a way that does not provide opportunities for illegal ivory being laundered into legal markets. Comercio Legal de Marfil en un Mundo Corrupto y su Imapacto sobre Poblaciones de Elefantes     

Changing legislative thinking in China to better protect wild animals and human health

The COVID-19 pandemic has exposed the inadequacy of China's legal protection of wildlife. Long-standing illegal wildlife trade in China and worldwide increases the risk of zoonotic infectious diseases. We sought to improve the understanding of China’ legal system for the protection of wildlife, which has at its core the wildlife protection law, by systematically evaluating the laws and regulations of China's Wildlife Protection Framework. We examined how existing legal documents (e.g., the Wildlife Protection Law 2018) are directly or indirectly related to wildlife conservation. The inherent defects of wildlife protection legislation include a narrow scope of protection, insufficient public participation, and inconsistent enforcement among responsible agencies. Solutions to improve China's Wildlife Protection Law include expanding the legal protection of wildlife, and improving monitoring of wildlife protection. Strengthening legislation will be the basis for effective regulation of the use of wild animals. We advocate the establishment of a sound wildlife protection legal system for resolving conflicts between humans and wild animals and preventing zoonotic disease, such a system will have a profound impact on the sustainable development of China's wildlife resources.     

Understanding implications of consumer behavior for wildlife farming and sustainable wildlife trade

Unsustainable wildlife trade affects biodiversity and the livelihoods of communities dependent upon those resources. Wildlife farming has been proposed to promote sustainable trade, but characterizing markets and understanding consumer behavior remain neglected but essential steps in the design and evaluation of such operations. We used sea turtle trade in the Cayman Islands, where turtles have been farm raised for human consumption for almost 50 years, as a case study to explore consumer preferences toward wild‐sourced (illegal) and farmed (legal) products and potential conservation implications. Combining methods innovatively (including indirect questioning and choice experiments), we conducted a nationwide trade assessment through in‐person interviews from September to December 2014. Households were randomly selected using disproportionate stratified sampling, and responses were weighted based on district population size. We approached 597 individuals, of which 37 (6.2%) refused to participate. Although 30% of households had consumed turtle in the previous 12 months, the purchase and consumption of wild products was rare (e.g., 64–742 resident households consumed wild turtle meat [i.e., 0.3–3.5% of households] but represented a large threat to wild turtles in the area due to their reduced populations). Differences among groups of consumers were marked, as identified through choice experiments, and price and source of product played important roles in their decisions. Despite the long‐term practice of farming turtles, 13.5% of consumers showed a strong preference for wild products, which demonstrates the limitations of wildlife farming as a single tool for sustainable wildlife trade. By using a combination of indirect questioning, choice experiments, and sales data to investigate demand for wildlife products, we obtained insights about consumer behavior that can be used to develop conservation‐demand‐focused initiatives. Lack of data from long‐term social–ecological assessments hinders the evaluation of and learning from wildlife farming. This information is key to understanding under which conditions different interventions (e.g., bans, wildlife farming, social marketing) are likely to succeed.