Environmental values, beliefs, and norms affecting wild bird meat consumption

Illegal wild bird hunting and consumption threaten migratory birds worldwide. Balancing food consumption with ecological practices to prevent extinction demands an understanding of values, beliefs, norms, and behaviors. This first environmental sociological investigation of wild bird meat consumption (WBMC) in the Middle East shows its existence in Iran. Using VBN-theory and structural equation modeling to analyze 403 surveys, the results find that environmental concern, social norms, beliefs, and age influence residents’ WBMC, despite its illegality. Countering social encouragement to eat wild birds, despite environmental law, requires stronger governance and enforcement for species’ survival, ecosystem conservation, and the promotion of pro-environmental values in making human food choices.