Ahi poke (raw tuna salad) has significant role in Hawaii culture and economy. A consumer survey in Hawaii was used to examine consumers’ purchasing intentions of ahi poke. A censored analysis was conducted to analyze the demand and tie with various consumer characteristics. Results show that many consumer eat ahi poke frequently and different consumer profiles will lead to large differences in their demand. Information obtained in study may help producers and retailers to better target their marketing strategies and increase sales.