Investigation on Implicit and Explicit Attitudes of Wildlife Products and Construction of Consumer Psychological Model

International Fund for Animal Welfare

PI：SUN Yan

This project will deeply explore people's psychological characteristics of wildlife consumption. First of all the project attempts to use self-report and IAT (Implicit Association Test) to investigate the explicit and implicit attitudes of the subjects towards wildlife products, analyze and compare the difference between the two attitudes. Then this project will explore the psychological factors that affect the consumption of wildlife products by establishing a SEM (Structural Equation Model). The implementation of this project will help relevant government departments and wildlife protection organizations to understand people ’s motivations for consuming wildlife and provide a basis for them to make consumption intervention strategies.