The study provides an insight into how knowledge, attitudes and behavioural intent may have been influenced by the campaign, and the major variables which may influence the success of the campaign. Additionally, it aims to outline how 'external' conservation measures and processes are judged by local people, and how this impacts their success.
The study explores the social norms underpinning consumption behaviour, and reveals an association between perceived social norms regarding the acceptability of saiga meat and its consumption. Results from this study form a foundation for future research, and stress the need for greater understanding of the human dimension surrounding saiga poaching, trade and consumption.
A survey of two villages in West Kazakhstan was conducted to assess respondent's attitudes, knowledge and willingness to volunteer to conserve saiga. The impact of attending saiga awareness and education events was also assessed. The Theory of Planned Behaviour was found to be an effective framework for ascertaining the drivers of behavioural intention. From this, recommendations were made for future conservation interventions in the region, as well as recommendations for future research which may be of interest to the wider field of conservation.