Behavioral change interventions are increasingly widely used in conservation. Several projects addressing rhino horn consumption were recently launched in Vietnam. We used key informant interviews, document analysis, and marketing theory to explore their strategies for intervention design, implementation, monitoring, and evaluation. We developed a framework to evaluate whether they followed best practice and identify implementation challenges. Interventions could make greater use of key project design steps, including basing interventions on robust research to understand the behavior in question, identifying the target audience whose behavior interventions aim to change, and developing measures that can provide reliable evidence of success or not. Challenges include the need for law enforcement to complement campaigns; improving cooperation between NGOs; and clearly defining aims of demand‐reduction initiatives. Using best practice from other fields and considering demand reduction within the wider context of wildlife, trade policy will help address these challenges.

中文翻译：

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评估行为改变干预措施的设计：以越南犀牛角为例

行为改变干预在保护中越来越广泛地被使用。最近在越南启动了一些解决犀牛角消费的项目。我们使用了关键的线人访谈，文档分析和市场营销理论来探索他们的干预设计，实施，监控和评估策略。我们开发了一个框架，以评估他们是否遵循最佳实践并确定实施挑战。干预措施可以更多地利用关键的项目设计步骤，包括在强有力的研究基础上进行干预，以了解所讨论的行为，确定行为干预旨在改变的目标受众，并制定可提供成功与否的可靠证据的措施。挑战包括需要执法来补充运动；改善非政府组织之间的合作；并明确定义减少需求计划的目标。利用其他领域的最佳实践并考虑在更广泛的野生动植物范围内减少需求，贸易政策将有助于应对这些挑战。