“…With increasing attention being paid to the growing challenges associated with the illegal wildlife trade, it is vital that we do not jump to inappropriate conclusions on the best way to address it—this includes avoiding simplistic assessments of the conservation impacts of wildlife farming. Whereas the economic costs of farming relative to wild harvesting may be a critical factor (Gentry, Gaines, Gabe, & Lester, 2019), conservation success will also depend in large part on consumer preferences and related purchasing behaviour. To date, some questionable assumptions have been made about both the magnitude and the nature of consumer demand for wildlife products (Margulies, Wong, & Duffy, 2019), which may have led to an underestimation of the potential for farmed products to displace demand for illegally harvested wild products (Gentry et al, 2019; Moyle, 2013).…”