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Sustainability Matters: Consumer Acceptance of Different Vertical Farming Systems

Author

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  • Kristin Jürkenbeck

    (Department of Agricultural Economics and Rural Development, University of Goettingen, Marketing of Food and Agricultural Products, 37073 Göttingen, Germany)

  • Andreas Heumann

    (Department of Agricultural Economics and Rural Development, University of Goettingen, Marketing of Food and Agricultural Products, 37073 Göttingen, Germany)

  • Achim Spiller

    (Department of Agricultural Economics and Rural Development, University of Goettingen, Marketing of Food and Agricultural Products, 37073 Göttingen, Germany)

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.

Suggested Citation

  • Kristin Jürkenbeck & Andreas Heumann & Achim Spiller, 2019. "Sustainability Matters: Consumer Acceptance of Different Vertical Farming Systems," Sustainability, MDPI, vol. 11(15), pages 1-21, July.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:15:p:4052-:d:252176
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    3. Wilmes, Rolf & Waldhof, Gabi & Breunig, Peter, 2022. "Can digital farming technologies enhance the willingness to buy products from current farming systems?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 17(11), pages 1-20.
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    5. Macht, Janine & Klink-Lehmann, Jeanette & Hartmann, Monika, 2023. "Don't forget the locals: Understanding citizens' acceptance of bio-based technologies," Technology in Society, Elsevier, vol. 74(C).
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    9. Aleksander Grzelak & Jakub Staniszewski & Michał Borychowski, 2020. "Income or Assets—What Determines the Approach to the Environment among Farmers in A Region in Poland?," Sustainability, MDPI, vol. 12(12), pages 1-20, June.
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