Sustainability Matters: Consumer Acceptance of Different Vertical Farming Systems

Abstract

Fresh produce within vertical farming systems grows vertically in different layers stacked atop each other, thus allowing for the efficient use of space. As the environment in vertical farming systems is completely controlled, neither sunlight nor soil is necessary. On the one hand, vertical farming may help to provide a healthy diet for the growing global population because it has a greater crop yield per square meter used than conventional farming; moreover, it can offer the opportunity to grow food in climatically disadvantaged areas. On the other hand, growth conditions may be perceived as unnatural and the entire vertical farming system as unsustainable. Therefore, understanding the consumers’ acceptance of vertical farming systems is important. This study is the first work to provide insights into consumers’ acceptance of three different vertical farming systems. Data are collected through an online survey of 482 consumers in Germany in February 2018. Drivers of consumer acceptance of vertical farming systems are identified through structural equation modelling. The results indicate that perceived sustainability is the major driver of consumer acceptance of vertical farming systems. The larger the system, the higher the likelihood that it will be considered as sustainable. Obviously, consumers perceive something like ecologies of scale.

Understanding how to increase hydroponic attractiveness: Economic and ecological benefit

“…The more positive attitude toward purchasing hydroponic, the higher supporting by relatives, and the higher control of purchasing hydroponic, the higher intention to purchase it. When respondents perceived they have control over purchasing hydroponic, it leads to buy the products [41]. In the organic food context, attitude, subjective norm, and perceived behavioral control positively influence purchase intention directly [4,39].…”

How energy innovation in indoor vertical farming can improve food security, sustainability, and food safety?

“…Naturalness seems to be a high influencing indicator for consumers' selection globally as also a critical significant factor on the usefulness of the agricultural system. According to Jürkenbeck et al (2019) , customers replied that LED lighting is not considered a too artificial tool for horticulture and slightly agreed that they do not consider indoor vertical farming too artificial concerning the overall production system. Even if consumers in general prefer naturally and traditionally produced food, nevertheless the fact that food of indoor vertical farms grow without chemical additives is highly considered.…”

“…On the other hand, under a customer research conducted by Jürkenbeck et al (2019) , it is noticed that consumers seem to present a high acceptance on indoor vertical farming concerning the offering sustainability and the high ecological footprint. People seem to select their purchased food based on their concerns on the naturalness, ethics and environmental status.…”

Fermentation of soybean residue (Okara) : potential in food applications

“…In addition, consumer acceptance of vertically produced vegetables should also be evaluated. A study conducted by Jürkenbeck, Heumann, and Spiller (2019) reported that there were 2 factors, namely sustainability and naturalness of the produce, affecting consumer acceptability. Most of the people surveyed were not aware of what vertical farming is.…”