Demand Under the Ban China Ivory Consumption Research 2021

The 2021 research indicates a slight rebound in ivory purchases compared to 2020, though levels remain below 2019. While the 'Rejectors' segment remains the largest, 'Diehard Buyers' have increased in number despite a drop in their actual purchase rates. The report finds that combining knowledge of the ivory ban with targeted campaign videos, such as the Ma Weidu campaign, significantly reduces the intention to purchase ivory even among the most persistent buyers.

• Self-reported ivory purchases in the past 12 months increased to 15% in 2021 from 12% in 2020, although this remains lower than the 17% recorded in 2019.
• Retail stores remain the most used channel for ivory purchases, but their popularity has declined, while market stalls and street vendors have seen an increase in use.
• The consumer market is divided into three segments: 'Rejectors' (the largest group at 73%), 'Ban-influenced Citizens' (which decreased to 16% in 2021), and 'Diehard Buyers' (which increased to 22% in 2021).
• While 88% of respondents believe ivory trade in China is illegal, spontaneous recognition of the specific 2017 ivory ban is low, remaining steady at 3% since 2020.
• The Ma Weidu campaign video is most effective when combined with information about the ivory ban; this combination reduces the intention to purchase ivory by over 30% among Diehard Buyers.
• There is a growing perception that no suitable alternative exists for ivory, with 21% of respondents stating there is no substitute, up from 17% in 2020.
• The purpose of ivory purchases shifted in 2021, with a statistically significant increase in people buying ivory for themselves (43%) compared to 2020 (33%), while gift-giving decreased (56% in 2021 vs 66% in 2020).
• Awareness of the ivory ban is primarily driven by online channels, specifically social media (38%), mobile news apps (36%), and TV/screens (33%).
• Diehard Buyers are the most likely to hold the misconception that it is legal to bring ivory into Mainland China from abroad, with only 35% correctly identifying it as illegal.

APA

WWF International (2021). Demand Under the Ban China Ivory Consumption Research 2021. https://www.worldwildlife.org/documents/459/684lg5f3au_China_Ivory_Consumption_Research_2021_FINAL.pdf

Chicago

WWF International. Demand Under the Ban China Ivory Consumption Research 2021. 2021. https://www.worldwildlife.org/documents/459/684lg5f3au_China_Ivory_Consumption_Research_2021_FINAL.pdf.

Wikipedia

{{cite report |author=WWF International |title=Demand Under the Ban China Ivory Consumption Research 2021 |date=October 2021 |url=https://www.worldwildlife.org/documents/459/684lg5f3au_China_Ivory_Consumption_Research_2021_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 2021}}, institution = {WWF International}, year = {2021}, month = oct, url = {https://www.worldwildlife.org/documents/459/684lg5f3au_China_Ivory_Consumption_Research_2021_FINAL.pdf}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }