ATTITUDES OF TOURISTS TO PURCHASING ORGANIC COTTON IN HAWAI’I

Abstract

This research examined the consumption patterns and attitude of Hawai’i tourists to organic cotton. Data were collected from face-to-face structured interviews of 158 tourists in the Hawai’i market. Data were analyzed with descriptive statistics and Chi-square tests to provide additional information about the association of variables. Significant associations were found between organic cotton ownership and organic eco-literacy and being active in protecting the environment. Significant ethnic differences were found in willingness to pay a higher price for organic cotton items. The results may assist organic product marketers