Who is willing to pay a premium for leafy greens produced by indoor agriculture? A comparative choice experiment with US consumers
Joseph Seong,
Simone Valle De Souza,
April Athnos
et al.
Abstract:Indoor agriculture (IA) presents a pathway to producing leafy greens more sustainably by strictly controlling the growing environment, increasing the efficiency of water and land resources use, reducing pesticide application, and enhancing quality characteristics. However, the commercial success of adopting this production method depends on the technology's widespread consumer acceptance paired with a price premium for the improved quality it provides. This paper characterizes American consumer preferences for… Show more
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