Insights into motivations and behaviour intentions of Nigerian persons at risk of human trafficking: A formative social marketing study

This paper sought to understand the influences, motivations and behavioural intentions of individuals at risk of being trafficked in Nigeria for the purpose of sexual exploitation overseas using elements of social marketing... [ view full abstract ]

This paper sought to understand the influences, motivations and behavioural intentions of individuals at risk of being trafficked in Nigeria for the purpose of sexual exploitation overseas using elements of social marketing benchmark criteria. The interview questions were guided by some of the cultural norms discussed in existing human trafficking literature. The result of this study builds on existing literature by confirming several known factors such as the overwhelming desire of individuals in Nigeria to travel overseas. However, it differed from existing studies revealing underlying motivations and behaviour intentions of individuals at risk of being trafficked in a city that is widely regarded as the sex trafficking capital of the country. This study found that while the desire to be rich, acquire wealth and travel overseas was present in informants, this desire did not necessarily imply motivation to consent to or engage in human trafficking as a means to achieve these goals. Therefore, the results of this study may assist with formulating appropriate social marketing campaigns aimed at deconstructing perceptions of life overseas and reinforcing beliefs that vocational skills and hard work pay off, hence contributing to a reduction in human trafficking in Nigeria.