Use marketing strategies to increase the value of marshes or swamps

How is the evidence assessed?
  • Effectiveness
  • Certainty
  • Harms

Study locations

Key messages

  • One study evaluated the effects, on vegetation or human behaviour, of using marketing strategies to increase the value of marshes or swamps. The study was in Vietnam.








  • Human behaviour (1 study): One before-and-after study in Vietnam reported that helping local people to sell handicrafts made from marsh plants in tourist markets (along with training to improve the quality of those products) increased their income.

About key messages

Key messages provide a descriptive index to studies we have found that test this intervention.

Studies are not directly comparable or of equal value. When making decisions based on this evidence, you should consider factors such as study size, study design, reported metrics and relevance of the study to your situation, rather than simply counting the number of studies that support a particular interpretation.

Supporting evidence from individual studies

  1. A before-and-after study in 2004–2007 in southern Vietnam (Triet 2010) reported that helping local people to sell handicrafts made from marsh plants in tourist markets, along with training to improve the quality of products, increased income. Statistical significance was not assessed. Before intervention, the average income of people making products from grey sedge Lepironia articulata was 8,000–10,000 VND/day. Mat-makers earned around 5,000 VND/day. After running the marketing and training scheme for three years, the average income had doubled (data not reported). Mat-makers now earned 30,000 VND/day. Handbag-makers now earned 50,000 VND/day. The study also reported a reduction in human disturbance and encroachment during the scheme, but this was not quantified. Methods: Between 2004 and 2007, the Phu My project aimed to facilitate sustainable use of the Ha Tien marshes by helping to locals to sell handicrafts in tourist areas, and training locals to make higher quality goods. It was hoped that higher quality products (requiring fewer raw materials) and higher incomes (from selling in tourist areas) would reduce harvesting pressure and pressure to convert the marshes to other land uses. The study does not distinguish between the effects of marketing and training. It also does not report further details of the marketing, training or income estimation.

    Study and other actions tested
Please cite as:

Taylor N.G., Grillas P., Smith R.K. & Sutherland W.J. (2021) Marsh and Swamp Conservation: Global Evidence for the Effects of Interventions to Conserve Marsh and Swamp Vegetation. Conservation Evidence Series Synopses. University of Cambridge, Cambridge, UK.

Where has this evidence come from?

List of journals searched by synopsis

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Marsh and Swamp Conservation

This Action forms part of the Action Synopsis:

Marsh and Swamp Conservation
Marsh and Swamp Conservation

Marsh and Swamp Conservation - Published 2021

Marsh and Swamp Synopsis

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