Reducing crimes against wildlife through promoting animal–human continuity beliefs: The role of consumers' religiosity

Wildlife crime is a worldwide issue, but marketing research has been mostly silent on the topic. In particular, research has yet to understand how a consumer's level of religiosity may help to explain views toward and participation in crimes against wildlife. Thus, through three studies, these challenges are addressed. Study 1 shows that religiosity positively influences acceptability views and participation in crimes against wildlife, and this relationship is mediated by animal–human continuity beliefs (i.e., believing animals and humans are one of the same). Study 2 primes religion to show that religiously primed consumers are more likely to view crimes against wildlife as acceptable, thereby supporting religiosity as a primary mechanism in explaining crimes against wildlife. Additionally, animal–human continuity beliefs again mediate this relationship, with religiously primed consumers reporting lower animal–human continuity beliefs. Lastly, Study 3 provides practical implications through marketing messaging aimed at reducing attitudes toward and participation in crimes against wildlife. Findings reveal that religious-based messaging is the most effective. Findings build on belief congruence theory and provide implications for marketing practice and the preservation of wildlife.