Modeling the behavioral dynamics of Asian Houbara wildlife trafficking: Roles for habits, norms, and insights into the intention–behavior gap in local communities

Abstract Illegal wildlife trade undermines conservation efforts and human well‐being. Understanding motivations behind this illicit activity is essential for designing effective strategies to combat this threat. Here, we analyzed the behavioral dynamics underlying the drivers of illegal trade and the conservation of the Asian Houbara ( Chlamydotis macqueenii ) within its key habitats in Iran. Employing a structural equation modeling approach (PLS‐SEM) and integrating the theories of planned behavior, social learning, and cultural diffusion, this research develops a more comprehensive model to explain conservation intention and actual trading behavior. Deeply rooted traditions and habits emerged as the most significant barriers along the intention–behavior pathway, showing direct associations with the persistence of illegal trade and appearing to attenuate the translation of conservation intentions derived from positive attitudes toward the conservation of this species. Social norms were identified as the primary drivers shaping personal beliefs within local communities on illegal trade. By proposing strategies to cultural structures and disrupting common practices, we offer a practical framework for policymakers aimed at reducing both the supply and demand in the illegal wildlife trade of Asian Houbara. Our example can be transferred to similar examples, such as the illegal trade of pangolins ( Manis spp.) in Southeast Asia and Africa, the illegal trade in tiger ( Panthera tigris ) body parts (e.g., bones, skins, claws) in South Asia, and the poaching of the helmeted hornbill ( Rhinoplax vigil ) for its casque in Indonesia.