Articles
Consumer attitudes to vertical farming in the United Kingdom and Germany
Article number
1345_22
Pages
165 – 172
Language
English
Abstract
Vertical farming (VF) is part of a transition from outdoor to indoor agricultural production that is regarded as necessary to feed the worlds growing population and manage threats to food supply caused by climate change and urbanisation, among other things.
The present study explores consumer perceptions and beliefs about indoor VF, where crops are grown in vertically stacked layers under highly controlled conditions that allow for the optimisation of resource use, including nutrients, water, energy and space.
The research was conducted in 2020 as an online survey with consumers from the UK (UK, n=1012) and Germany (n=518). On average, consumers were more positive than negative about VF, but they were more accepting of fruit and vegetables grown outdoors.
More in-depth analyses revealed groups of consumers who were receptive to VF and those who were sceptical.
It also emerged that consumers in both countries had lower expectations of the sensory quality of fruit from VF. When compared with expectations about the quality and eating experience of fruit grown organically, VF did not compare favourably.
This points to the need for consumers to gain VF product experience and future research that uses tasted products.
The present study explores consumer perceptions and beliefs about indoor VF, where crops are grown in vertically stacked layers under highly controlled conditions that allow for the optimisation of resource use, including nutrients, water, energy and space.
The research was conducted in 2020 as an online survey with consumers from the UK (UK, n=1012) and Germany (n=518). On average, consumers were more positive than negative about VF, but they were more accepting of fruit and vegetables grown outdoors.
More in-depth analyses revealed groups of consumers who were receptive to VF and those who were sceptical.
It also emerged that consumers in both countries had lower expectations of the sensory quality of fruit from VF. When compared with expectations about the quality and eating experience of fruit grown organically, VF did not compare favourably.
This points to the need for consumers to gain VF product experience and future research that uses tasted products.
Authors
B. Ha, C.M. Roigard, S.L. Chheang, G.S. Ryan, D. Jin, D.I. Hedderley, S.R. Jaeger
Keywords
vertical farming, controlled environment production, attitudes, survey
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