Table 1
Attributes and attribute levels of orchids used in the final choice experiment.
Attribute Levels Description
Flower
colour
Red Primary flower colour. Respondents were
asked to ignore any possible secondary colours
or patterns. Colours chosen to represent a
range of orchid flower colours, based on
complementary colour theory.
White
Blue
Yellow
Green
Black
Frequency
in trade
Rarely found
for sale
References to wild plants were not included
due to concerns of sensitivity following
feedback during the pilot study, with ‘rarity in
trade’ used to capture preferences for novelty
whilst minimising social-desirability bias.
Frequently
found for sale
Number of
flowers
Single flower The number of flowers present on the plant.
Multiple
flowers
Species/
Hybrid
Species Whether the plant is a species, a hybrid or a
complex hybrid (result of breeding hybrids
together, or hybrids with species).
Hybrid
Complex
Hybrid
Price $15 Range based on upper and lower limits of
orchid prices found on general sale online and
at orchid shows. US$ used to provide
continuity across different survey areas.
Simple currency converter provided to each
respondent.
$30
$45
$75
$105
$150