Analysis of the consumer’s perception of urban food products from a soilless system in rooftop greenhouses: a case study from the Mediterranean area of Barcelona (Spain)

Abstract

Soilless crops are commonly used in rooftop agriculture (RA) because they easily adapt to building constraints. However, acceptance of the produce derived from this system may be controversial. This paper evaluates consumers' acceptance of food from RA in Mediterranean cities, focusing on the quality of the product, production system, and consumers' motivations. We surveyed 238 respondents on the UAB university campus as potential consumers. The survey was distributed via an Internet-link that was provided along with a sample of tomatoes from RA. The results showed that most people approved the quality of RA products and perceived them to be local and fresh (94%). The respondents exhibited acceptance of soilless-produced tomatoes and considered them to be environmentally better than conventionally produced ones (69%). Cluster analysis revealed that consumers with high income levels and a university education had a better perception of the quality and proposed a higher price for RA products, but no difference was found regarding their environmental perception of this products. Moreover, people who possessed more information about the product also had a higher perception of the quality and production system (it was perceived to be environmentally friendly) and would pay more for them. The main concerns of consumers were related to food safety and the social impact of RA. Additional research is needed to improve the sustainability of RA, and the applied measures should be communicated to potential consumers to enhance their acceptance and success.

The global rise of urban rooftop agriculture: A review of worldwide cases

“…Among the soilless systems, the analyzed cases reported the use of hydroponic technologies (15), aquaponic technologies (9) and aeroponic technologies (2), and these growing systems were mostly used in rooftop greenhouses (66%, n=20). In contrast, open-air projects (n=70) mostly used soilbased cultivation systems (70%, n=49).…”

Introduction and adoption of innovations in horticultural production systems

“…From these articles, RTG was generally recognized as a promising model. The other two articles focused on sustainability assessment [68] and consumer perception [69]. The articles generally noted high acceptance of RTGs among stakeholders and consumers.…”

Interlinkages between desertification, land degradation, food security and greenhouse gas fluxes: Synergies, trade-offs and integrated response options

“…Even though urban farming can only meet a very small share of the overall urban food demand, it provides fresh and local food, especially perishable fruits and crops that are usually shipped from far and sold at high prices (Thomaier et al 2015). Food-producing urban gardens and farms are often started by grassroots initiatives (Ercilla-Montserrat et al 2019) that occupy vacant urban spaces. In recent years, a growing number of urban farming projects (termed Zero-Acreage farming, or Z-farming, Thomaier et al 2015) were established in and on existing buildings, using rooftop spaces or abandoned buildings through contracts between food businesses and building owners.…”