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.

Despite passionate efforts to preserve African elephants worldwide, their numbers continue to decline. Some conservation programs have suspended operations because the funds provided by various governmental and non-governmental organizations (NGOs) cannot cover the enormous expenses of countering poaching, habitat destruction, and illegal ivory trading. This study investigates Chinese resident preferences for African elephant conservation using a choice experiment model. Results indicated that two-thirds of our 442 respondents with relatively higher education and income levels were willing to donate to conserve African elephants. Respondents were willing to donate RMB 1593.80 (USD 231.65) annually to African elephant conservation. Chinese residents were willing to donate the most to anti-poaching RMB 641.25 (USD 93.20), followed by enhancing habitat quality RMB 359.07 (USD 52.22), combating the illegal trade in ivory RMB 355.63 (USD 51.69), and alleviating human–elephant conflicts RMB 237.85 (USD 34.57). Our results suggest that accepting public donations could be an efficient way for NGOs to better preserve African elephants.

Promoting public participation is a practical move to strengthen wildlife conservation. This study focuses on saiga antelope (Saiga tatarica), an endangered species which has received international concern. Based on an extended version of the Theory of Planned Behavior and a sample of 536 Chinese residents aged 16–40 collected through an online survey, we applied Partial Least Squares Structural Equation Modeling to explore the predictors of the behavioral intention to participate in saiga antelope conservation. The results show that perceived behavioral control is the most influential predictor that contributes to the value of the behavioral intention, followed by injunctive norm, attitude to participation, knowledge of saiga antelope, experience of wildlife conservation, and attitude to saiga antelope, altogether explaining 48.4% of the variance of the behavioral intention. To promote public participation in saiga antelope conservation, strengthening science popularization and broadening the channels of participation are suggested.