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Summary Report Survey on Shark Consumption Habits and Attitudes in Hong Kong 2009/2010

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Summary Report Survey on Shark Consumption Habits and Attitudes in Hong Kong 2009/2010 Summary Report Survey on shark consumption habits and attitudes in Hong Kong 2009/2010 BLOOM Association Hong Kong August 2015 HO, Ka Yan Kathleen SHEA, Kwok Ho Stan. Copyright: The contents of this report are solely the property of BLOOM Association Hong Kong and cannot be reproduced without the permission of the authors. To contact the authors, please email [email protected] Acknowledgements Many people have come together to make this survey and resulting report possible. The authors would like to thank ADM Capital Foundation for their generosity in providing funding and technical support to the survey, for their time and valuable advice offered to us at each stage of the survey, and most of all for their longstanding support to BLOOM. Gratitude is owed to The Pew Charitable Trusts, for giving the opportunity for the production of this report. To the irreplaceable Ms. Claire Nouvian, Founder of BLOOM Association, we are hugely grateful, for initiating the idea and proposal for such a survey. In particular, Ms. Isabel Jarret and her incredible capacity to perform miracles -- the project would not have been possible without her. Thank you. From the Social Sciences Research Centre of The University of Hong Kong (HKUSSRC), Professor John Bacon-Shone and his team, Ms. Linda Cho and Mr. Kelvin Ng, were instrumental in the successful completion of the survey, the survey report, and the resulting press conference held on 12th April 2011. To them and all the HKUSSRC staff involved in this project -- administrative or otherwise -- the authors are extremely thankful. In addition, the authors must thank the FleishmanHillard Hong Kong team, Mr. Purry Chiu and Ms. Carol Yeung, as well as the venue provider, Loong Toh Yuen of the Hullet House, for their valuable assistance in making possible the 12th April 2011 press conference. The authors must also thank Dr. Allen To and Ms. Shadow Sin, and in particular, Ms. Alena Rossini, for their suggestions and recommendations provided to the design of the initial survey questionnaire. Thank you also to Ms. Alisa Ho, for creating the beautiful illustration on the cover. Last but not least, the authors would like to thank all colleagues and friends who have supported BLOOM throughout this initiative. 1 SURVEY HIGHLIGHTS The sociological study into Hong Kong citizens’ consumption habits and attitudes regarding shark’s fin and shark-related products commissioned by BLOOM and conducted by the Social Sciences Research Centre of The University of Hong Kong (HKUSSRC), is one of the largest surveys of shark-related consumption in Hong Kong ever carried out. Over 1,000 telephone interviews were successfully completed over a two-month period from 15th December 2009 to 8th January 2010 in Hong Kong. Consumption patterns Time and place matter 70% of the surveyed had consumed shark Weddings were by far the most frequently fin soup in a restaurant at least once named occasion (almost 90%) for eating between Jan 2009 and Jan 2010. Up to shark fin soup in restaurants. Eighty six 88% had eaten shark fin at least once in percent of the time, shark fin soup was their lifetime. However, about a third of the served as part of a set menu, and not total respondents also said their frequency ordered separately. The dish is almost of consumption had decreased over the always consumed in a restaurant and near past five years. Over half confessed that 60% had never eaten sharks fin at home. their consumption had stayed the same. Pages 9 - 10 Pages 7 - 8 Faulty perceptions Majority accepts no-fin banquets Nearly half of the people described sharks Contrary to popular belief about cultural expectations, 78.4% of respondents said as scary and threatening. Over 3/4 said that it was either very acceptable or they saw the movie Jaws and near half acceptable to not include shark fin soup in agreed that the movie influenced their wedding banquets, and 38.8% said having perception of sharks. Almost 40% were the dish in corporate banquets was either completely unaware of the practice of shark not so important or not important at all. finning. Some believed that sharks can continue to survive after being finned. Pages 11 - 12 Pages 13-15 Change is in the air Despite other misperceptions about sharks, there is a widespread cognizance (88.9%) that shark populations worldwide are in decline. Most people professed that they are uncomfortable with eating endangered fish, and 87.9% showed support for the HK government to prohibit the sale of products that involve killing any endangered species. Pages 16 - 17 2 INTRODUCTION No, the shark in an updated Jaws could not be the villain; it would have to be written as the victim, for, worldwide, sharks are much more the oppressed than the oppressors (Benchley 1995). Peter Benchley 1995, Oceans in Peril Author of "Jaws", the original novel ppetite for shark fin soup in the soup must be included as one of the A Chinese population has gained an twelve courses of a typical Chinese infamous reputation. For many years, it banquet, or else the host may seem has fueled an industry slaughtering an parsimonious or unwelcoming. The estimated average of 100 million sharks practice has been sanctioned by custom per year (Worm et al., 2013). In Hong for over a thousand years in Chinese Kong, the reported value of shark fins communities and assumed by many as imported from 1998 to 2014 averaged irreplaceable; however, research to find USD 267 million (C&SD, 2015). out how Chinese people actually feel Numerous shark conservation groups about this controversial dish is scarce have directed campaigns at consumers and scattered. Hong Kong, being the of shark fin soup, under the rationale one of the largest trade hubs of the that reduced consumption can and will global shark fin trade and a city where ultimately lead to decreased killing. the custom of eating shark fin soup is known to manifest, is an excellent site By rule of tradition, shark fin soup is one for such a study. of the core components of celebration banquets, and especially wedding Research into the science behind shark banquets, among the Chinese. Shark fin conservation has been gaining traction Shark Slang In the 70s, the economic boom drove Hong Kong's demand for shark fin skywards, as the practice of having "shark fin mixed in rice" gained popularity among the working class with the sudden affluence. This practice eventually became an expression, incorporated into Cantonese slang to describe a person who is very wealthy: he's having shark fin mixed in rice everyday! Although the practice itself did not last, the association of shark fin dishes with wealth is clearly demonstrated. 3 in recent years. As sharks take center the reasons behind present patterns in stage in international discussions on consumption. Results of the survey wildlife protection, there have been were highly telling of the attitude of many initiatives to understand the consumers in Hong Kong (see pages 22 biological traits that determine species - 23 for implications of key findings). and stock vulnerability to existing fishing Perhaps the most important revelation practices, and analysis of trade routes from this study is the intention and and patterns to identify key suppliers readiness of Hong Kong people to and destinations in trades involving support shark conservation, through Hong Kong. With limited research into both changing individual consumption the social context of why, where and behaviours and calling for government how shark fin is consumed, however, action. conservation campaigns lack an important source of reference for how The survey has also identified Hong these campaigns should be directed. A Kong people's reluctance to consume sociological survey that communicates any endangered species ― not only directly with consumers corrects among sharks ― suggesting that the previous assumptions by discovering underlying problem in promoting the true opinion and demand for shark sustainable consumer behaviour is not fin at the source of the demand. in the awareness for the need, but in the ability among the general public to This study, commissioned by BLOOM identify which foods involve the killing of and conducted by the Social Sciences endangered species, and which do not. Research Centre of The University of Hong Kong (HKUSSRC), is one of the Observing the success of this Hong largest surveys of shark consumption Kong survey, it is recommended that the ever carried out. The aim was to survey is repeated in mainland China, generate quantifiable data on how Hong one of the world's largest consumers of Kong people, as consumers, truly felt shark fin. This will not only shed light on about eating shark fin and shark related the real attitudes for shark fin that is felt products, as well as about other issues at the consumer level, but will also help surrounding shark conservation. The the local government and relevant study also generated data on the NGOs gear up for future shark frequency of shark fin consumption, as conservation work, enabling strategies well as on occasions that were most to be more accurately directed. popular for eating shark fin soup, and 4 METHODOLOGY ver 1,000 telephone interviews a. Frequency of and occasions for O were successfully completed by consuming shark fin and other the HKUSSRC over a two-month shark-related products, period from 15th December 2009 to 8th b. Feelings towards eating shark fin January 2010 in Hong Kong. The soup, interviews were carried out in c. Willingness for to limit personal Cantonese, English, or Putonghua. shark fin consumption and Interview questions were standardized acceptability of reduced by a pre-designed questionnaire. consumption in social contexts, d. Understanding of conservation Questionnaire design issues surrounding shark To initiate the process of survey design, consumption, four focus groups were set up for e.
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