groups answering the CV questions. As mean and median WTP
for all groups was within the range of price attribute levels presented
in our choice sets, we can conclude that prices were appropriate
for respondents in the study. This reflects the international
nature of the orchid trade and the shared preferences of hobbyist
growers of similar genera, irrespective of nationality. The extreme
WTP values given by two Japanese hobbyists are supported by
trends in the orchid market: in the 1990s, buyers in Japan were
willing to pay $3,333 for a highly sought after new Paphiopedilum
species that would only reach $500 in the UK and US (Yokoi and
Milliken, 1991).