Impact of a Media Campaign on Consumers’ Purchasing Intentions of Legal Timber in Cameroon

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dc.creatorBelinga, B.
dc.creatorChervier, C.
dc.creatorLescuyer, G.
dc.date2021-05-04
dc.date2021-03-08T08:14:51Z
dc.date2021-03-08T08:14:51Z
dc.date.accessioned2026-06-27T14:10:41Z
dc.descriptionIllegal logging is a key driver of deforestation in tropical countries and benefits a large number of stakeholders, including urban domestic buyers. Changing the latter’s purchasing behavior could produce significant shifts in the illegal trade market. Based on survey data (n= 463), this paper assesses the impact of a media campaign on consumers’ purchase intentions for legal timber and wooden furniture in Yaoundé and analyses the underlying psychological mechanisms. Combining covariate matching and mediation analysis, we found a significant positive effect of the media campaign on the declared intention to purchase legally-sourced timber and the mediation effect of two out of three precursors of the theory of planned behaviors, namely attitude and subjective norms. This study provides critical inputs to frame future media campaign messages and, by demonstrating some consumers’ interest in legal timber, to strengthen the domestic legitimacy of policies such as the Forest Law Enforcement, Governance and Trade.
dc.identifierhttps://hdl.handle.net/10568/111883
dc.identifier.urihttp://hdl.handle.net/123456789/76249
dc.languageen
dc.publisherInforma UK Limited
dc.rightsOpen Access
dc.sourceBelinga, B., Chervier, C., Lescuyer, G .2020. Impact of a Media Campaign on Consumers’ Purchasing Intentions of Legal Timber in Cameroon, Society and Natural Resources. https://doi.org/10.1080/08941920.2020.1855686
dc.subjectlogging
dc.subjecttimber trade
dc.subjectlaw enforcement
dc.subjectmarkets
dc.subjectcertification
dc.subjectconsumption
dc.subjectdeforestation
dc.subjectmass media
dc.subjectcampaigns
dc.titleImpact of a Media Campaign on Consumers’ Purchasing Intentions of Legal Timber in Cameroon
dc.typeJournal Article

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Centro para la Investigación Forestal Internacional (CIFOR)