Demand Under the Ban China Ivory Consumption Research 2020

The report finds that self-reported ivory purchase in the past 12 months reached a four-year low of 12% in 2020. While the 'Diehard Buyers' segment has shrunk from 14% to 8% of the population, those remaining are more persistent, with higher purchase rates and a stronger belief in ivory's artistic value. Conversely, 'Rejectors' have grown to 72% of the sample. The study highlights that while 88% of participants believe ivory trade is illegal, spontaneous awareness of the specific 2017 ban has declined. The Ma Weidu campaign showed strong resonance, particularly among 'Diehard Buyers' and regular overseas travelers, with 74% of future intenders changing their minds after exposure to the ban and the campaign video.

• Self-reported ivory purchase in the past 12 months declined to 12% in 2020, the lowest level recorded across the four survey years (2017-2020).
• The consumer market has shifted toward a larger proportion of 'Rejectors' (72% in 2020) and a smaller proportion of 'Diehard Buyers' (8% in 2020, down from 14% in 2018 and 2019).
• Remaining 'Diehard Buyers' exhibit higher persistence and attraction to ivory than in previous years, characterized by a higher Ivory Purchase Index and more frequent purchases (over once per year).
• While 88% of participants believe ivory trading in China is illegal, spontaneous recognition of the specific 2017 ban has decreased, falling from 7% in 2019 to 3% in 2020.
• Retail stores in China remain the primary purchase channel (68%), though online purchases increased to 25% in 2020, with artefact collection websites and second-hand trade apps gaining prominence.
• Regular overseas travelers are the only group that has increased its ivory purchase rate compared to 2017 levels, with 44% reporting purchases in the past 12 months.
• The Ma Weidu campaign video was highly persuasive, with 74% of those who intended to buy ivory changing their minds after being exposed to both the campaign and information about the ban.
• Gold (39%) and silver (33%) have emerged as the most popular alternatives to ivory, with luxury goods generally increasing in popularity as replacements.
• Concerns regarding elephant extinction and animal cruelty are the strongest deterrents to purchase, while artistic value and uniqueness are the primary drivers.

APA

WWF International (2021). Demand Under the Ban China Ivory Consumption Research 2020. https://www.worldwildlife.org/documents/512/17pm0lcko2_WWF_4th_Ivory_survey_report_FINAL.pdf

Chicago

WWF International. Demand Under the Ban China Ivory Consumption Research 2020. 2021. https://www.worldwildlife.org/documents/512/17pm0lcko2_WWF_4th_Ivory_survey_report_FINAL.pdf.

Wikipedia

{{cite report |author=WWF International |title=Demand Under the Ban China Ivory Consumption Research 2020 |date=April 2021 |url=https://www.worldwildlife.org/documents/512/17pm0lcko2_WWF_4th_Ivory_survey_report_FINAL.pdf |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{wwfinternational2021demand, author = {{WWF International}}, title = {{Demand Under the Ban China Ivory Consumption Research 2020}}, institution = {WWF International}, year = {2021}, month = apr, url = {https://www.worldwildlife.org/documents/512/17pm0lcko2_WWF_4th_Ivory_survey_report_FINAL.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }