Understanding motivations and attitudes among songbird‐keepers to identify best approaches to demand reduction

Demand for cage birds is highly prevalent and increasing across Indonesia, as wild bird populations Asia decline. To find ways to reduce demand, it important understand the motivations psychographic drivers keep (or not keep) birds, how demographic characteristics public attitudes influence such decisions. Based on surveys with over 3,000 people, we found few people citing health, sanitary, or welfare concerns reasons keeping whereas most started enjoy their beauty song, up peers. Pet-keepers (“Hobbyists”) commonly doing so opportunistically; song contest participants (“Contestants”) breeders trainers (“Breeders”) did financial gain. Bird-keepers non-bird-keepers disagreed birds' environmental importance, longevity in captivity, endangerment by trade. Older respondents were less concerned that endangers them felt be an part of environment. Hobbyists least likely consider population health a major concern. Efforts dissuade potential bird-keepers should focus concern environment threat bird-keeping poses populations. The importance peer pressure among presents opportunity promote sustainable activities key groups.