Abstract
Producing food via vertical farming (VF) is an efficient method since it requires less space with increased yield per unit area. Such a system can assist in solving major food-shortage problems since it presents a higher crop yield per unit area compared to conventional farming. Thus, VF can be seen as a production method that can cope with the challenge of the constantly growing population, making it also possible to cultivate crops in regions with adverse climate conditions. However, the public might be concerned about the sustainability of VF systems since plants are produced in an unconventional setting. Therefore, there is a need to consider and evaluate the consumers’ acceptance of VF. The particular study attempts to both analyse consumer acceptance of VF in the Nordic areas and offer insights into VF acceptance among young customers in a comparative analysis. The results indicated that VF is not widely accepted by young Nordic consumers. The concept of sustainability is one of the principles driving forces behind consumer acceptance of vertical farms. The more cases of vertical farms in European cities, the better seems to be the level of acceptance among young customers and their willingness to purchase their products.
Highlights
The world population is growing, which makes it difficult to ensure access to sustainable food for all [1]
The analysis based on the Technology Acceptance Model (TAM) suggests that perceived sustainability is the most crucial driving force for consumer acceptance of vertical farming
By contacting a focus group and conducting a survey on Danish consumers, it can be concluded that there is a lot of distrust and negativity towards Vertical Farming (VF) due to the lack of awareness and proper information of the public
Summary
The world population is growing, which makes it difficult to ensure access to sustainable food for all [1]. The global population at 8.5 billion by 2030 and almost 10 billion by 2050 would equal fewer resources that can be naturally harvested [3]. The need to introduce more efficient and effective solutions to secure these resources is imperative [5]. One of these solutions can be Vertical Farming (VF). VF is considered a modern form of agriculture, where the essential resources (such as water, energy, nutrients) and time needed to produce crops are significantly fewer than in conventional farming.
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