Changing Wild Meat Consumption: An Experiment in the Central Amazon, Brazil

Millions of people across the tropics rely on wildlife for food and income. However, overhunting to satisfy this demand is causing the decline of many species; an issue known as the wild meat crisis. We applied a before‐after control‐intervention design to assess the effects of social marketing (an information campaign and community engagement) with and without an economic incentive (discount coupons for chicken) on wild meat consumption. Coupons increased chicken consumption, as expected, but did not reduce wild meat consumption. In contrast, social marketing without the price incentive reduced wild meat consumption by ∼62%. This study demonstrates how social marketing and price incentives may be effective at reducing demand for meat and other wildlife products.