AbstractUnsustainable harvesting to supply the demand for pets is the second most significant threat to parrots (Psittacidae). Given that parrot keeping is widespread, in-depth and culturally sensitive research is needed to inform and develop interventions targeted at changing consumer preferences and purchasing behaviours. Parrot keeping is thought to be driven mainly by a desire for companionship (the affection hypothesis). Alternative hypotheses include a deeply ingrained culture of parrot ownership (the tradition hypothesis) or the influence of socio-economic context (the contextual hypothesis). We used the theory of planned behaviour to evaluate the relative importance of behavioural and contextual factors influencing the intention to keep the yellow-shouldered AmazonAmazona barbadensisas a pet. We interviewed 150 owners and non-owners of parrots in two locations in Macanao Peninsula, Margarita Island, Venezuela, where the primary population of this species is located. We found mixed evidence supporting both the affection and contextual hypotheses: intention to keep parrots was higher in non-owners with high education level, strong affective attitudes regarding human–animal relationships, and higher expectations about social norms (41% of explained variance). Our study expands previous research on the illegal parrot trade by taking into account behavioural measures beyond attitudes, highlighting the role of social norms frequently ignored in such research. We discuss how a behaviour change campaign could redirect affective attitudes in the human–parrot relationship, and promote new social norms that support parrot conservation. Future research should consider the inclusion of moral and injunctive norms, and monitoring of intervention effectiveness.