The trade in wildlife and wildlife products is one of the leading causes of population decline for thousands of species. It is critical that researchers use all available theories and techniques at hand to tackle this conservation crisis. Here, we integrate current services marketing theory with our existing understanding of behaviour change in wildlife trade research and propose future areas of transdisciplinary research. We first used the Preferred Reporting Items for Systematic review and Meta Analysis methodology to perform a systematic literature review of 227 articles from 76 journals to explore the current understanding of value in wildlife trade literature. Our results showed over 90% of articles used the term value to describe monetary worth and no articles provided a definition or justification of this use. We then contribute to scientific discourse by presenting Service Dominant Logic from marketing theory as a novel lens through which to explore consumer behaviour and the concept of value in the wildlife trade. We outline future avenues of research that will improve the ability of conservation practitioners to create meaningful behaviour change and system transformation using a wholly novel conceptualisation that synthesises the two disciplines of marketing and conservation.