Hawaiian Residents’ Preferences for Miconia Control Program Attributes Using Conjoint Choice Experiment and Latent Class Analysis

Invasive species control or eradication is an important issue. On the islands of Hawaii, this problem is exceedingly evident when it comes to Miconiacalvescens (Miconia). Adequate funding is needed to control or eradicate this invasive plant, but with the limited amount of funding available for the fight against Miconia, it is important to make sure that the fund is being spent in a way that addresses the needs or preferences of the Hawaiian residents. Using the conjoint choice experiment method, we designed a survey that would measure the Hawaiian residents’ willingness to support Miconia control program attributes. The attributes focused on were cost, biodiversity loss, extent of spread and soil erosion. Latent class approach was used to assess the surveyed population to see the different preferences by individual classes. The results show three different classes or groups of individuals with varying preferences for a control program of which cost and erosion were the top preferred attributes among the classes. These groups were defined by their socio-demographics of income, the length of residency and exposure to farming/gardening activities. Even with a preference for lower cost, a group showed willingness to pay more ($2.40) for a program that reduces erosion from high to low. Finally, the biodiversity attribute had very low consideration from a majority of the respondents showing the need for educating the public regarding its importance in preserving the unique environment in Hawaii.