How positive and negative attitudes to vertical farming influence purchase likelihood: Consumer insights from the United States, Germany, Singapore and Australia

Dublin Core

Título

How positive and negative attitudes to vertical farming influence purchase likelihood: Consumer insights from the United States, Germany, Singapore and Australia

Tema

AGRICULTURA VERTICAL
COMPORTAMIENTO DEL CONSUMIDOR
CONSUMIDORES
SOSTENIBILIDAD
BIBLIOGRAFIA NACIONAL QUIMICA
2023

Abstract

Vertical farming (alternatively, plant factories with artificial lighting) has the potential to contribute to sustainable food production and consumption and is relevant for several of the United Nation’s Sustainable Development Goals. Already many consumers seem positive about vertical farming, but as fresh produce from vertical farming systems begin to become available to consumers, it is imperative that this positive attitude translates into purchase and consumption behaviour. In a multi-country study (USA, Australia, Germany and Singapore) where 2193 adult consumers (25–54 years old) took part in an online survey, the present quantitative research: i) investigated the aspects of vertical farming that are perceived positively and negatively by consumers, ii) measured stated intention to purchase lettuce from vertical farming, and iii) determined characteristics of vertical farming that are positive and negative drivers of intention to purchase. A largely positive attitude to vertical farming was confirmed, as well as the existence of smaller groups of people with negative and neutral/ ambivalent attitudes. Cross-cultural differences in attitudes to vertical farming also existed but these were relatively minor. On average, participants from USA were most positive, while those from Germany were least positive. Stated intention to purchase lettuce from vertical farming was ~70% (‘probably will buy’), and again stated likelihood was highest in USA (74%) and lowest in Germany (65%). Based on the findings from the analysis that linked likelihood to purchase lettuce from vertical farming to attitude to specific characteristics of vertical farming, strategies to promote consumption of produce from vertical farming should stress the contribution of the technology to a more sustainable development, including health, environmental and social aspects.

Autor

Jaeger, Sara R.
Chheang , Sok L.
Ares, Gastón

Fuente

Journal of Cleaner Production, v. 415, 2023. -- e137752

Editor

Elsevier

Fecha

2023

Derechos

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Formato

PDF

Extent

14 p.

Idioma

Inglés

Tipo

Artículo

Identificador

doi.org/10.1016/j.jclepro.2023.137752

Document Item Type Metadata

Original Format

PDF
Fecha de agregación
June 27, 2023
Colección
Bibliografía Nacional Química
Tipo de Elemento
Document
Citación
Jaeger, Sara R., “How positive and negative attitudes to vertical farming influence purchase likelihood: Consumer insights from the United States, Germany, Singapore and Australia,” RIQUIM - Repositorio Institucional de la Facultad de Química - UdelaR, accessed June 14, 2024, https://riquim.fq.edu.uy/items/show/6652.
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