柘植 隆宏

<p>Wildlife overexploitation is a significant challenge in biodiversity conservation. Regulation can enforce consumer behaviour change to be biodiversity-friendly but also cause unintended negative impacts. A quantitative investigation of consumer preference for alternative goods is needed before the regulation intervention. This study focused on a case of Japanese eels that are threatened with extinction due to commercial fishery and overfishing and clarified potential alternative choices after the market regulations. This study employed a best–worst scaling technique. Our analysis specifies the two consumer groups; approximately 30% of consumers (“Potential Illegal” group) may select illegal eel consumption as their second-best preference. The Potential Illegal group tends to contain males, younger, and people who eat eels once or more annually, in comparison to the other group. Our findings can contribute to setting effective regulations as useful information about potential consumer choice changes.</p>