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For this work I targeted saiga horn usage in Singapore. The saiga (Saiga tatarica) is a Critically Endangered antelope from Central Asia whose horn is used in traditional Chinese medicine (TCM) to treat fever and heatiness (a TCM state of illness with symptoms like cough).
Chapter 2 shows that not only is saiga horn commonly used in Singapore, but that many Chinese Singaporeans consider saiga horn a product option they use most often; and that middle-aged Chinese Singaporean women are among the largest consumers and are the most likely to purchase saiga horn for other people. Perceived efficacy and recommendations from others, are the top stated reasons for using saiga horn.