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A major threat to Hawaii's ecosystem is the spread of invasive plant species. One such species is Miconia calvescens. Given that this plant was originally introduced to Hawaii by the horticulture industry and has negative effects on agricultural productivity, it is logical to find the farm households' preference for the control of Miconia. Using Conjoint Choice Experiment methodology, this study designed a survey to measure farm households' preferences for Miconia calvescens control program attributes. Results of the surveys indicate that the farm households are willing to support Miconia control programs if they prevent severe soil erosion and loss of biodiversity.


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