Data for: Understanding consumers to inform market interventions for Singapore's shark fin trade

Sharks, rays and their cartilaginous relatives (Class Chondricthyes, herein 'sharks') are amongst the world's most threatened species groups, primarily due to overfishing, which in turn is driven by complex market forces including demand for fins. Understanding the high-value shark fin market is a global priority for conserving shark and rays, yet the preferences of shark fin consumers are not well understood. This gap hinders the design of evidence-based consumer-focused conservation interventions. Using an online discrete choice experiment, we explored preferences for price, quality, size, menu types (as a proxy for exclusivity) and source of fins (with varying degrees of sustainability) among 300 shark fin consumers in Singapore: a global entrepot for shark fin trade. Overall, consumers preferred lower-priuced fins sourced from responsible fisheries or produced using novel lab-cultured techniques. We also identified four consumer segments, each with distinct psychographics characteristics and consumption behaviors. These preferences and profiles could be leveraged to inform new regulatory and market-based interventions regarding the sale and consumption of shark fins, and incentivize responsible fisheries and lab-cultured innovation for delivering conservation and sustainability goals. In addition, message framing around health benefits, shark endangerment and counterfeiting could reinforce existing beliefs amongst consumers in Singapore and drive behavioral shifts to ensure that market demand remains within the limits of sustainable supply. This dataset includes all the responses collected from the online discrete choice experiment which was implemented by a market survey company, as well as the goodness-of-fit chi-square analyses. These data were also used to plot the figures in the manuscript and the Supplemental Information. Password for excel sheet titled 'Final CEOE data' is 35433. Please refer to the published manuscript for more detailed information. The authors received financial support from Silverstrand Capital awarded to Wildlife Conservation Society for the research, authorship, and publication of this work.鲨鱼、鳐鱼及其软骨亲缘类群（软骨鱼纲（Class Chondricthyes），本文中简称“鲨鱼”）是全球受威胁程度最高的物种类群之一，其受胁主因是过度捕捞，而过度捕捞背后又受到包括鱼翅需求在内的复杂市场力量驱动。理解高价值鱼翅市场是鲨鱼与鳐鱼保护的全球优先事项，但目前学界对鱼翅消费者的偏好仍缺乏充分认知。这一认知缺口阻碍了基于实证、以消费者为核心的保护干预方案的设计。 本研究依托线上离散选择实验（online discrete choice experiment），针对作为全球鱼翅贸易转口港的新加坡的300名鱼翅消费者，探究了他们对鱼翅价格、品质、规格、菜单类型（作为排他性的代理变量）以及来源（可持续性等级各异）的偏好。 整体而言，消费者更青睐源自负责任渔业或采用新型实验室培育技术的低价鱼翅。研究还识别出四类消费者细分群体，每类群体均具备独特的心理特征与消费行为模式。 上述偏好与群体画像可用于为鱼翅销售与消费相关的新型监管及市场导向型干预措施提供决策参考，并激励负责任渔业与实验室培育技术的创新，以助力实现保护与可持续发展目标。 此外，围绕健康益处、鲨鱼濒危现状及鱼翅造假的信息传播框架，可强化新加坡消费者的既有认知，并推动行为转变，确保市场需求维持在可持续供应的限度之内。 本数据集包含某市场调研公司开展的上述线上离散选择实验的全部回收数据，以及拟合优度卡方分析结果。这些数据亦被用于绘制研究论文及补充材料中的相关图表。 名为"Final CEOE data"的Excel工作表密码为35433。如需获取更详细信息，请参阅已发表的研究论文。 本研究的作者团队获得了银岸资本（Silverstrand Capital）向野生动物保护协会（Wildlife Conservation Society）提供的经费支持，用于本研究的开展、论文撰写及发表工作。