What drives and inhibits wildlife consumption among adults in Southern China?

Wildlife consumption drives wildlife trade, facilitating the emergence and transmission of zoonoses. Understanding the driving and inhibiting factors of consumption behaviors is critical to curtailing wildlife consumption. Using a questionnaire based on the Theory of Planned Behavior, we collected data from 2,400 adults in three provinces of China that have a longstanding history of wildlife consumption. Results indicated that males aged 30 and above with higher incomes were more likely to consume wildlife. Attitudes and social norms toward wildlife consumption were identified as potent predictors of consumption intention. Beliefs in the health and medical benefits associated with wildlife remained considerable motivators, while stringent regulations and high prices may deter the intention to consume wildlife. This study identified key demographic groups, belief systems, and law enforcement as targets for reducing wildlife consumption in China and indicated the potential for shifting attitudes and social norms to change wildlife consumption behaviors in China.