Wild Meat Alternatives: Kinshasa Study Examines Pricing and Social Marketing Impacts

A study by the World Bank and collaborating institutions tested demand- and supply-side interventions to reduce urban wild meat consumption in Kinshasa. Social marketing campaigns and price reductions for alternative dishes showed potential to curb wild meat demand, though further research is needed for long-term effectiveness.

Researchers from the World Bank's Development Research Group, the University of California, Berkeley, and the University of Kent collaborated on an innovative study addressing wild meat consumption in Kinshasa, Democratic Republic of Congo. Urban demand for wild meat is a pressing issue, depleting wildlife populations and threatening biodiversity in Central Africa. This research, conducted through two randomized controlled trials, tested demand- and supply-side interventions in Kinshasa’s restaurant sector, aiming to shift consumer behavior while respecting cultural traditions. By using rigorous methodologies such as pre-registered statistical specifications and actual consumption data, the study provided valuable insights into sustainable conservation practices.

Changing Behaviors with Cultural Messaging

The demand-side intervention utilized a culturally resonant video campaign to influence diners' choices. The video emphasized the environmental consequences of urban wild meat consumption, such as the depletion of Congo’s forests, while promoting traditional Congolese dishes that exclude wild meat. Participants, recruited from frequent wild meat consumers, were randomly assigned to watch the video or a control clip before receiving a meal coupon for a restaurant of their choice. Results showed that participants exposed to the treatment were 31% less likely to order wild meat compared to the control group. However, this reduction was not statistically significant, potentially due to social desirability bias or the modest sample size. While the video successfully appealed to participants’ pride in their natural heritage and cultural identity, achieving sustained behavior change requires repeated and multifaceted efforts that address deeply ingrained consumption habits.

Promoting Alternatives Through Price Interventions

The supply-side experiment focused on Moambe Chicken, a popular Congolese dish, as a substitute for wild meat. Researchers reduced the price of Moambe Chicken by $2 on randomly selected days, offering it as an affordable and culturally relevant alternative. This intervention led to a 26% reduction in wild meat sales, suggesting that economic incentives can effectively influence consumer choices. The estimated elasticity showed that a 1% reduction in Moambe Chicken’s price corresponded to a 0.91% decline in wild meat consumption. While these findings were promising, they were not statistically significant due to sample size limitations. The experiment highlighted the potential of price-based interventions to encourage sustainable consumption but also emphasized the need for further studies to confirm their effectiveness in larger and more diverse settings.

Complex Drivers Behind Wild Meat Demand

Wild meat consumption in Kinshasa is shaped by cultural, economic, and social factors. Many urban consumers associate wild meat with tradition, superior taste, and social status, with some viewing it as a luxury item. In restaurants, wild meat is often more expensive than domesticated meats, further reinforcing its status as an aspirational product. The interventions in this study sought to address these complexities by targeting both relational values, such as cultural pride and environmental stewardship, and economic drivers. While the demand-side video resonated with consumers’ sense of identity and ecological responsibility, the supply-side intervention demonstrated that affordability plays a key role in shifting preferences. However, the potential economic impacts on rural hunters and traders who depend on wild meat for their livelihoods underscore the need for ethical and inclusive approaches.

Charting a Path Forward for Conservation

Although the findings from both interventions were encouraging, several limitations emerged. The statistical insignificance of the results highlights the challenges of conducting experiments in real-world urban settings with diverse consumer behaviors. Additionally, the demand-side intervention relied on a single exposure to the video, leaving questions about the durability of its impact. Future research should explore the effects of repeated or sustained messaging and the long-term outcomes of integrating demand- and supply-side approaches. Ethical considerations also remain crucial, particularly when attempting to alter culturally significant food practices. While Moambe Chicken shares some attributes with wild meat, it may not fulfill the same cultural or symbolic roles, necessitating careful planning to ensure interventions respect local traditions.

The study contributes valuable insights into the potential of integrated strategies to reduce urban wild meat consumption. By combining social marketing campaigns with economic incentives, policymakers, and conservation practitioners can address both the demand and supply aspects of the issue. The researchers emphasize the importance of scaling up such interventions, conducting long-term evaluations, and openly sharing findings to inform future policy and practice. Their work demonstrates how cultural, economic, and ecological considerations can be harmonized to promote sustainable behavior change and conserve biodiversity in Central Africa. With further refinement and broader application, these approaches hold promise for addressing the global challenge of wildlife conservation in urban settings.