Buying vertically farmed produce: Comparison of people with lower and higher stated purchase likelihood

Abstract

The study explored attitudinal and socio‐demographic differences between potential buyers and non‐buyers of lettuce grown in a vertical farming (VF) system. Data were collected from people (n = 2193) in four countries—United States, Germany, Singapore, and Australia. Survey results demonstrated a clear link between positive VF attitude and intention to buy, and similarly for negative attitude and intention to not buy. A key difference between people with “lower” and “higher” purchase likelihood (more or less than 50% probability) was that the former were consistently less positive about the benefits of VF. The consumer groups largely perceived the disadvantages of VF similarly. Socio‐economic differences between the consumer groups related to country of living and having children below the age of 18 living at home. The latter significantly increased the likelihood that consumers would classify a having “higher” purchase likelihood for VF‐grown lettuce. German participants were less likely to have a “higher” purchase likelihood. Practical applications Major food system transformations are needed to feed growing global populations and ensure access to heathy diets. Proposed solutions include high‐technology production systems that disentangle food production from natural ecosystems. VF is among these; it is an indoor and fully controlled method for crop production. If most consumers are positive towards VF, as past research suggests, it is paramount that they also purchase VF foods. By comparing consumers who are positively and negatively inclined towards purchasing lettuce from VF, the present research identifies children below the age of 18 living in participants' households as a significant predictor of higher intention to purchase. This may be linked to parental concern for their offspring's future lives in a world likely to be impacted by ecological challenges. A likely positive consequence for VF uptake is that children carry forward some of their food‐related habits and behaviors into adulthood.