used to study consumer preferences for massmarket orchids in
Hawaii, a major producer and consumer of pot-plant orchids
(Palma et al., 2010). In this study we use choice experiments to
assess consumers’ preferences and WTP for horticultural orchids,
with the dual aims of understanding which characteristics
make certain species particularly ‘tradable’ in this market, and
identifying consumer groups who may be most likely to buy
wild-collected plants