Can Substitutes Reduce Future Demand for Wildlife Products: A Case Study of China’s Millennial Generation

China is one of the world’s leading consumer markets for wildlife products, yet there is little understanding of how demand will change in the future. In this study, we investigate the consumptive habits and attitudes of the millennial ‘Juilinghou’ demographic – a subset of society in China with the potential to substantially influence future demand for wildlife products. We surveyed 350 Chinese university students across Harbin and Beijing, China, and found that the intended future consumption of wildlife products was relatively low in this population but with a strong orientation towards wildlife products with medicinal properties. Seventy percent of those respondents who had used and/or intended to use wildlife products were willing to try substitutes, but this was heavily dependent on their price (cheaper) and quality. The insights gained through this survey are intended to meaningfully inform future initiatives to introduce sustainable substitutability into wildlife markets to alert future wildlife product consumers to alternative choices. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1007/s10745-021-00279-0.