Consumer Preference Study of Characteristics of Hawaiian koa Wood Bowls

Authors

  • Eini C. Lowell USDA Forest Service Pacific Northwest Research Station
  • Katherine Wilson University of Hawaii
  • Jan Wiedenbeck USDA Forest Service
  • Catherine Chan University of Hawaii
  • J. B. Friday University of Hawaii
  • Nicole Evans University of Hawaii

Keywords:

Acacia koa, conjoint choice, Hawaii, consumer preferences, wood products, young-growth Consumer Preference Study of Characteristics of Hawaiian Koa Wood Bowls 1

Abstract

Koa (Acacia koa A. Gray), a species endemic to the Hawaiian Islands, has ecological, cultural, and economic
significance. Its wood is prized globally but today, most woodworkers only use koa wood from dead and dying
old-growth trees. The general perception of wood from young-growth koa is that it lacks the color and figure of
old-growth wood and is thus less appealing to consumers. To evaluate consumer preference of koa attributes, a
conjoint choice experiment was conducted using randomly combined levels of attributes, including color, figure
(curl), and price, with six identically shaped bowls from which respondents selected their preferences. The survey
was conducted at six locations on O’ahu (372 respondents) to poll a variety of koa product consumers. Latent
class analysis software was used to separate respondents into distinct classes based on expressed preferences.
The results identified five classes of respondents. Class 1 (24% of respondents) showed significant preference for
lower prices, medium color, and non-curly bowls. Class 2 (22% of respondents) showed significant preference for
light colored and curly bowls. Class 3 (20% of respondents) showed significant preference for light or medium
colored and curly bowls. Class 4 (19% of respondents) significantly preferred lower prices and light or medium
colored bowls. Class 5 (15% of respondents) also significantly preferred lower prices but they significantly preferred
darker colored and curly bowls as well. Opportunities exist for koa woodworkers to create products manufactured
from young-growth koa wood that appeal to different market segments. The ability to substitute young-growth
koa for the decreasing supply of old-growth wood can aid in promoting active management of the species.

Author Biography

Eini C. Lowell, USDA Forest Service Pacific Northwest Research Station

Ms. Lowell is a research forest products technologist who works on wood quality issues and is involved in identifying value-added biomass utilization opportunities that benefit communities.

References

Aguilar, F. X., & Cai, Z. (2010). Conjoint effect of environmental labeling, disclosure of forest of origin and price on consumer preferences for wood products in the US and UK. Ecological Economics, 70(2), 308-316.

Alderman, D., Smith, R., & Bowe, S. (2007). Eastern white pine secondary manufacturers: Consumption, markets, and marketing. Forest Products Journal, 57(10), 28.

Anderson, R. C., & Hansen, E. N. (2004). The impact of environmental certification on preferences for wood furniture: A conjoint analysis approach. Forest Products Journal, 54(3), 42.

Bigsby, H., & Ozanne, L. K. (2002). The purchase decision: Consumers and environmentally certified wood products. Forest Products Journal, 52(7/8), 100.

Bowe, S. A., & Bumgardner, M. S. (2004). Consumer Perceptions and Knowledge of Common Furniture Woods. In USDA Forest Service: Proceedings 14th Central Hardwood Conference. Northeast Research Station (pp. 404-410).

Bumgardner, M. S., & Bowe, S. A. (2002). Species selection in secondary wood products: Implications for product design and promotion. Wood and Fiber Science, 34(3), 408-418.

Bumgardner, M., Nicholls, D., & Donovan, G. (2007). Effects of species information and furniture price on consumer preferences for selected woods. Wood and Fiber Science, 39(1), 71-81.

Cattin, P. & Wittink, D.R. (1982). Commercial use of conjoint analysis: A survey. The Journal of Marketing: (46) 44-53.

Chan-Halbrendt, C., Yu, J., Keung, H., Lin, T., & Ferguson, C. (2006). Guangzhou Buyers Preference for Premium Hawaiian Grown Product Gift Baskets. International Food and Agribusiness Management Review, 9(4), 45-59.

Department of Hawaiian Homelands (DHHL). (2014). “Koa salvage and reforestation project.” RFP-14-HHL-007. http://dhhl.hawaii.gov/wp-content/uploads/2014/04/RFP-14-HHL-007.pdf. Last accessed October 14, 2016.

Donovan, G., & Nicholls, D. (2003). Consumer preferences and willingness to pay for character-marked cabinets from Alaska birch. Forest products journal, 53(11/12), 27.

Elevitch, Craig R., Kim M. Wilkinson, and J. B. Friday. (2006). Acacia koa (koa) and Acacia koaia (koai ‘a). Species profiles for Pacific Island agroforestry. Edited by CR Elevitch. Permanent Agriculture Resources (PAR), Holualoa, Hawaii: 1-29.

Green, P. E., & Srinivasan, V. (1978). Conjoint analysis in consumer research: issues and outlook. Journal of consumer research, 5(2), 103-123.

Gustafsson, A., Herrmann, A., & Huber, F. (2007). Conjoint measurement: methods and applications. Springer Science & Business Media.

Kuhfeld, Warren F. (2010). Experimental Design: Efficiency, Coding, and Choice Designs. SAS technical paper MR-2010C.

Lihra, T., Buehlmann, U., & Graf, R. (2012). Customer preferences for customized household furniture. Journal of Forest Economics, 18(2), 94-112.

Loudat, T.A. & Kanter, R. (1997). The Economics of Commercial Koa Culture in Hawaii. In: Ferentinos, L., Evans, D.O. (Eds.), Proceedings of the Symposium on Koa: A Decade of Growth, November 18–19, 1996, Honolulu, HI, Hawai‘i Forest Industry Association, Hilo, HI, pp. 124–147.

Munekiyo & Hiraga, Inc. (2014). Tourism Market Study. Hilo, HI. http://files.hawaii.gov/dlnr/ld/Kanoelehua/5-Kanoelehua-Market-Study-Report-July-2014.pdf. Last accessed November 16, 2016.

Sawtooth Software Inc. (2014). CBC/Web Version 8.0 Base, CBC/HB Version 5.0, CBC Latent Class Version 4.0. Available from http://www.sawtoothsoftware.com/

Shehata, Sabry A. (1993). The impact of koa on the state economy. J. Haw. Pac. Agri. 4:97-100.

Statistical Innovations. (2014). LG Choice 5.0. Available from http://www.statisticalinnovations.com/

Wang, Q., Shi, G., & Chan-Halbrendt, C. (2004). Market potential for fine furniture manufactured from low-grade hardwood: Evidence from a conjoint analysis in the northeastern United States. Forest Products Journal, 54(5), 19.

Woodshop News. (2009). http://www.woodshopnews.com/news/wood-markets/498038-koa-is-highly-sought-and-high-priced. Last accessed November 16, 2016.

Downloads

Published

2017-08-21

Issue

Section

Empirical Manuscripts