Play Live Radio
Next Up:
0:00
0:00
Available On Air Stations

Most domestic travelers would pay a premium for locally-grown food, researchers say

Leading retailers are tight-lipped about what they're doing to protect customers from credit card breaches.
Elaine Thompson
/
AP
Leading retailers are tight-lipped about what they're doing to protect customers from credit card breaches.

A majority of domestic travelers to the islands are willing to pay a premium for locally-grown food, according to new research.

Researchers from the School of Travel Industry Management at UH Mānoa asked visitors about their willingness to pay more for locally-grown ingredients at a restaurant or hotel dining room.

Nearly 80% of the more than 450 respondents said they would pay a premium for food grown in Hawaiʻi.

"Almost eight out of 10 folks that answered said 'yes, we’d be willing to pay more.' And then we asked them percentages — how much would you be willing to pay more? And we had quite significant — 20% that were willing to pay more than 16% more than the average than it would be on the bill," said Jerry Agrusa, the study's co-author.

Agrusa says he hopes his research will help promote and expand Hawaiʻi’s agriculture industry — which will make the state more resilient and sustainable.

Casey Harlow is an HPR reporter and occasionally fills in as local host of Morning Edition and All Things Considered. Contact him at charlow@hawaiipublicradio.org or on Twitter (@CaseyHarlow).
Related Stories