{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T04:27:02Z","timestamp":1787027222420,"version":"build-2736575974"},"reference-count":67,"publisher":"Wiley","issue":"4","license":[{"start":{"date-parts":[[2026,6,20]],"date-time":"2026-06-20T00:00:00Z","timestamp":1781913600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by-nc-nd\/4.0\/"},{"start":{"date-parts":[[2026,6,20]],"date-time":"2026-06-20T00:00:00Z","timestamp":1781913600000},"content-version":"tdm","delay-in-days":0,"URL":"http:\/\/doi.wiley.com\/10.1002\/tdm_license_1.1"}],"funder":[{"DOI":"10.13039\/501100000780","name":"European Commission","doi-asserted-by":"publisher","award":["ENV\/2018\/403\u2010527"],"award-info":[{"award-number":["ENV\/2018\/403\u2010527"]}],"id":[{"id":"10.13039\/501100000780","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["conbio.onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Conservation Biology"],"published-print":{"date-parts":[[2026,8]]},"abstract":"<jats:title>Abstract<\/jats:title>\n                  <jats:p>\n                    Asian elephants (\n                    <jats:italic>Elephas maximus<\/jats:italic>\n                    ) are poached for an illegal trade in their skins, which are used in traditional medicine in Africa and Asia. We explored whether messages about the legal and health risks of using elephant skin for medicinal purposes (stomach illness) could reduce such consumption. We conducted a randomized controlled trial intervention experiment based on a health belief model. We showed 1673 residents at China's Yunnan\u2013Myanmar border comic strips that portrayed these risks (legal\u2010risk and health\u2010risk treatments and control). Respondents were then asked for their perception of benefits and risks of using elephant skin and their consumption intentions for treating stomach illness (i.e., seek elephant skin, seek animal\u2010based traditional medicine, visit informal market, and visit hospitals). We used structural equation models to examine whether and how different messages affect consumption intentions. Compared with the control group (\n                    <jats:italic>n<\/jats:italic>\n                    \u00a0=\u00a0580), the comics that showed the legal risks of use of elephant skin (\n                    <jats:italic>n<\/jats:italic>\n                    \u00a0=\u00a0529) significantly reduced respondents\u2019 intentions to seek elephant skin by 24% compared with the control group, particularly when the message conveyed that its use is not a cure. The health\u2010risk treatment (\n                    <jats:italic>n<\/jats:italic>\n                    \u00a0=\u00a0564) increased respondents\u2019 intentions to go to the hospital when suffering from stomach illness and, unexpectedly, increased the intention of urban residents who had never heard of elephant skin as a treatment to look for it by 40% compared with those of urban residents in the control group. Our results revealed that interventions tailored to specific audience segments are necessary to prevent unintended, negative consequences of public messaging conservation interventions.\n                  <\/jats:p>","DOI":"10.1111\/cobi.70342","type":"journal-article","created":{"date-parts":[[2026,6,20]],"date-time":"2026-06-20T18:19:36Z","timestamp":1781979576000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Exploring legal\u2010 and health\u2010risk messaging to reduce demand for elephant skin"],"prefix":"10.1111","volume":"40","author":[{"given":"Beilu","family":"Duan","sequence":"first","affiliation":[{"name":"State Key Laboratory of Biological Control and School of Ecology Sun Yat\u2010sen University  Shenzhen China"},{"name":"School of Life Sciences Sun Yat\u2010sen University  Guangzhou China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Zac","family":"Posada\u2010Baynham","sequence":"additional","affiliation":[{"name":"The Behavioural Insights Team  London UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Joceline","family":"Yong","sequence":"additional","affiliation":[{"name":"The Behavioural Insights Team  London UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Xiaoxi","family":"Zhang","sequence":"additional","affiliation":[{"name":"Wildlife Conservation Society  Beijing China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Zhan","family":"Chen","sequence":"additional","affiliation":[{"name":"School of Life Sciences Sun Yat\u2010sen University  Guangzhou China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Anita K. Y.","family":"Wan","sequence":"additional","affiliation":[{"name":"School of Life Sciences Sun Yat\u2010sen University  Guangzhou China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Jingjing","family":"Zhao","sequence":"additional","affiliation":[{"name":"State Key Laboratory of Biological Control and School of Ecology Sun Yat\u2010sen University  Shenzhen China"},{"name":"School of Life Sciences Sun Yat\u2010sen University  Guangzhou China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Alexander","family":"Clark","sequence":"additional","affiliation":[{"name":"The Behavioural Insights Team  London UK"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Lishu","family":"Li","sequence":"additional","affiliation":[{"name":"Wildlife Conservation Society  Beijing China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Wuji","family":"Zheng","sequence":"additional","affiliation":[{"name":"State Key Laboratory of Biological Control and School of Ecology Sun Yat\u2010sen University  Shenzhen China"},{"name":"School of Life Sciences Sun Yat\u2010sen University  Guangzhou China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2698-9358","authenticated-orcid":false,"given":"Tien Ming","family":"Lee","sequence":"additional","affiliation":[{"name":"State Key Laboratory of Biological Control and School of Ecology Sun Yat\u2010sen University  Shenzhen China"},{"name":"School of Life Sciences Sun Yat\u2010sen University  Guangzhou China"},{"name":"Oxford Martin School University of Oxford  Oxford UK"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2026,6,20]]},"reference":[{"issue":"2","key":"e_1_2_7_2_1","first-page":"245","article-title":"Social norms and the enforcement of laws","volume":"15","author":"Acemoglu D.","year":"2017","journal-title":"Journal of the European Economic Association"},{"key":"e_1_2_7_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/0749-5978(91)90020-T"},{"key":"e_1_2_7_4_1","first-page":"72","volume-title":"Social psychology and evaluation","author":"Ajzen I.","year":"2011"},{"key":"e_1_2_7_5_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1539-6924.1994.tb00080.x"},{"key":"e_1_2_7_6_1","unstructured":"Association of Southeast Asian Nations (ASEAN). (2021).ASEAN handbook on legal cooperation to combat illegal wildlife trade 2021.Association of Southeast Asian Nations.https:\/\/asean.org\/wp\u2010content\/uploads\/2023\/02\/ASEAN\u2010Legal\u2010Handbook\u20102021_20230223_single\u2010pages.pdf"},{"key":"e_1_2_7_7_1","doi-asserted-by":"publisher","DOI":"10.1016\/0749-5978(91)90022-L"},{"key":"e_1_2_7_8_1","doi-asserted-by":"publisher","DOI":"10.1111\/cobi.13372"},{"issue":"2","key":"e_1_2_7_9_1","first-page":"65","article-title":"Powers of persuasion? Conservation communications, behavioural change and reducing demand for illegal wildlife products","volume":"28","author":"Burgess G.","year":"2016","journal-title":"Traffic Bulletin"},{"key":"e_1_2_7_10_1","doi-asserted-by":"publisher","DOI":"10.1080\/10410236.2010.521906"},{"key":"e_1_2_7_11_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.biocon.2015.04.015"},{"key":"e_1_2_7_12_1","first-page":"45","article-title":"The health belief model","volume":"4","author":"Champion V. 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