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Rhino poaching in Africa has risen alarmingly over the last decade, driven by illegal trade and demand for horns in Asia, where it is used medicinally. Traditional Chinese medicine (TCM) has deep cultural roots, and understanding demand drivers will inform conservation decision-making. We interviewed 15 TCM practitioners in Hong Kong, investigating their familiarity with rhino horn, prescription experiences, and perspectives toward its use and trade. All interviewees believe that rhino horn possesses medicinal properties, despite general unfamiliarity with its chemical composition or any active ingredient. We compiled a list of 16 substitutes, finding that dosage adjustments produce equivalent treatment outcomes that compensate for potency differences. While most interviewees expressed support for trade legalization, most would prefer to continue prescribing substitutes. Further research into TCM stakeholder perspectives and preferences for rhino horn can inform conservation policy.

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1. Ecologists and conservation scientists use social science research methods to carry out studies around the world. The language and cultural context in which study instruments are applied often differ from the context in which they were originally developed. Study instruments used in cross-cultural research need to maintain equivalency in order to ensure that the results and conclusions are not affected. Translation is a crucial part of research design, so a carefully planned methodological approach needs to be taken to adapt existing tools. 2. We present a clear, concise and easy-to-use procedure for researchers in conservation and ecology to translate study instruments. This five-step guide first requires researchers to recruit a diverse and balanced team of translators, who are tasked with performing a series of forward and back-translations. A committee approach is used to resolve differences in format, wording, grammar, sentence structure, item meanings, relevance and culturally specific references to reach a consensus on the best possible translation, which can then be pilot tested and validated.