Impact of a media campaign on consumers' purchasing intentions of legal timber in Cameroon

Belinga Bienvenue, Chervier Colas, Lescuyer Guillaume. 2021. Impact of a media campaign on consumers' purchasing intentions of legal timber in Cameroon. Society and Natural Resources, 34 (5) : 603-620.

Quartile : Q2, Sujet : DEVELOPMENT STUDIES / Quartile : Q2, Sujet : SOCIOLOGY / Quartile : Q3, Sujet : ENVIRONMENTAL STUDIES / Quartile : Q3, Sujet : REGIONAL & URBAN PLANNING

Liste HCERES des revues (en SHS) : oui

Thème(s) HCERES des revues (en SHS) : Economie-gestion; Sociologie-démographie

Résumé : Illegal logging is a key driver of deforestation in tropical countries and benefits a large number of stakeholders, including urban domestic buyers. Changing the latter's purchasing behavior could produce significant shifts in the illegal trade market. Based on survey data (n= 463), this paper assesses the impact of a media campaign on consumers' purchase intentions for legal timber and wooden furniture in Yaoundé and analyses the underlying psychological mechanisms. Combining covariate matching and mediation analysis, we found a significant positive effect of the media campaign on the declared intention to purchase legally-sourced timber and the mediation effect of two out of three precursors of the theory of planned behaviors, namely attitude and subjective norms. This study provides critical inputs to frame future media campaign messages and, by demonstrating some consumers' interest in legal timber, to strengthen the domestic legitimacy of policies such as the Forest Law Enforcement, Governance and Trade.

Mots-clés Agrovoc : bois, commerce des produits forestiers, comportement du consommateur, communication, communication de masse, exploitation forestière illégale, ressource forestière

Mots-clés géographiques Agrovoc : Cameroun

Mots-clés libres : Congo Basin, Consumption, Covariate matching, FLEGT, Illegal, Mediation analysis, Theory of planned behavior

Classification Agris : K01 - Foresterie - Considérations générales
P01 - Conservation de la nature et ressources foncières
C30 - Documentation et information

Champ stratégique Cirad : CTS 5 (2019-) - Territoires

Auteurs et affiliations

• Belinga Bienvenue, Université de Yaoundé 2 (CMR) - auteur correspondant
• Chervier Colas, CIRAD-ES-UPR Forêts et sociétés (FRA)
• Lescuyer Guillaume, CIRAD-ES-UPR Forêts et sociétés (FRA) ORCID: 0000-0003-0952-8656

Source : Cirad-Agritrop (https://agritrop.cirad.fr/598409/)

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