How Do Consumer Awareness, Health Consciousness, and Environmental Concern Drive the Willingness to Buy Hydroponic Vegetables?

Abstract

Hydroponics has emerged as an innovative system in modern plant cultivation. This study explores the intricate relationship between consumer awareness, health consciousness, and environmental concerns relating to the willingness to buy hydroponic vegetables. Initially, 218 completed surveys were collected; however, after a meticulous review of initial responses especially those related to the consumption or purchase of hydroponic products a refined pool of 208 valid respondents was identified. The study employed a Structural Equation Model (SEM) utilizing SmartPLS 4 software for analysis. The findings reveal that all hypotheses posited were accepted. It was identified that consumer awareness, environmental concern, and health consciousness significantly and positively impact the willingness to buy hydroponic vegetable products. Additionally, the results demonstrate that consumer awareness significantly influences both environmental concern and health consciousness. This research has implications for business practitioners selling hydroponic vegetable products by aiding in understanding and identifying their consumers' needs, particularly those related to health and environmental issues.