Behavioral Intention to Resist the Consumption of Wild Animals in China: Netizen Survey

Since the beginning of 2020, China has banned the consumption of wild animals to combat the spread of zoonoses. Most existing studies focus on the intention and behavior of wildlife consumption and their causes; however, few have looked at public willingness to resist wildlife consumption, as well as the cause and effects of such actions. In this study, a framework for an extended theory of planned behavior was constructed. Based on a 7-point Likert scale, a sample of 1194 respondents from eight provinces across China was obtained through an online survey. Structural equation modeling was used to analyze netizen behavioral intention to resist consuming wild animals and their causes to provide a reference for the implementation and optimization of relevant policies. The study model passed the goodness-of-fit test, confirming the robustness of the results. The results showed that Chinese netizens’ intention to resist consuming wild animals was moderate, with 55.19% willing to participate in activities against it, i.e., it is important to resist eating wild animals as a standard. Attitude, subjective norm, perceived behavioral control, and past experience of the Chinese netizen had significant positive effects on resistance intention, i.e., (1) netizens’ current living area with severe outbreaks were more likely to resist wildlife consumption, (2) highly knowledge level netizens were more likely to resist wildlife consumption than less knowledgeable ones, and (3) lower income level had higher behavioral intentions of netizens. The findings suggest that the government must take a lead role in wildlife protection and strengthen its restrictions, laws, and regulations. The media should also be used to promote conservation and popularize a protective message in favor of wild animals. Public quality and assurance of wildlife protection should be culturally reinforced to effectively ban the illegal trade of wild animals and their products.