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Targeted values: The relevance of classical Chinese philosophy for illegal wildlife demand reduction campaigns

The illegal wildlife trade is a global conservation priority, prompting a rise in interventions aimed at reducing the demand for wildlife products. Research shows that designing campaigns to target the values held by a specific audience is an effective way to alter their behaviour. However, many demand reduction campaigns are grounded in the perspective of Western morality. This is problematic when the recipients of these campaigns frequently reside in East Asia, where they are exposed to the historical and cultural praxis of Confucianism and Daoism. 
This paper examines some of the central concepts of classical Chinese philosophy to see how they could be used by practitioners to design effective behaviour change campaigns in the future. Acknowledging that the East Asian cultural sphere has a long history of consumptive wildlife use, reflecting an instrumentalist and anthropocentric approach to wildlife, we still find potential for appealing to a relational ethic. There is a fundamental metaphysics that all of nature is unified, interconnected and interpenetrating. Qi is the vital force of the universe that links inorganic, organic and human life‐forms, creating the basis for a profound reciprocity between humans and the natural world. 
We also consider some of the key virtues in Chinese philosophy, and how they could be interpreted through the lens of demand reduction for illegal wildlife products. This includes li, ritual propriety, and ren, the inner moral force which keeps us in balance. Finally, we cover influential scriptures, identifying many historical verses that are relevant to modern conservationists.