Understanding local attitudes and opinion is vital to the success of conservation programs, especially in areas of expanding human populations such as China. Przewalski's gazelle (Procapra przewalskii) is an endangered ungulate found only in the eastern part of the Qinghai-Tibet Plateau. The gazelle is a conservation focus; however, little is known regarding how this animal is perceived by local people. To understand the relationship between demography, levels of conservation knowledge, and attitudes, we conducted 174 interviewer-led surveys in villages located inside, near, and away from the gazelle's home ranges around Qinghai Lake, China. About half of the interviewees were aware of gazelle conservation. No more than half of the interviewees were aware that grassland fence, livestock, roads, and wolves negatively impact upon gazelle. On the whole, the majority of interviewees supported the conservation of gazelle. There were high levels of support for both establishing a special protected area and investing more funds in conservation but very few interviewees reported personal benefits from gazelle conservation. Overall attitude of interviewees toward the gazelle differed significantly among regions and people living near the range of gazelle were the most positive. Interviewees with conservation information were more positive than interviewees lacking such information. People who had more education or possessed more grassland had more positive attitudes toward the gazelle. This study suggests that greater communication is needed with local people. Programs that promote public engagement and participation are required for the conservation of Przewalski's gazelle and other larger herbivores on the Qinghai-Tibet Plateau.