Control or Losing Control: Consumer Perceptions of Controlled Environment Agriculture (CEA) Based on Focus Group Findings

Technology and innovation are important in mitigating the risks imposed by climate change in many areas, including agriculture and food production. Many novel and emerging agri-food technologies are marching their way to market; however, consumer perceptions are crucial to the adoption of new agri-food technologies which claim to be more sustainable than conventional growing systems. This study investigates how the sense of control, an important psychological factor for human behaviours, may interact with consumers’ perceptions of new agri-food technologies, and consequently affect their attitudes towards new technologies for future food production and consumption in the age of climate change. In total, 23 focus groups ( n = 117) were conducted across New Zealand using Controlled Environment Agriculture (CEA, a technology-based approach to food production that optimises growing conditions for plants through the regulation of environmental factors) as the exemplar technology for discussion. Findings reveal that, when climate change and the challenge of feeding the world sustainably were presented, CEA was accepted as a means to retain control over climate and environmental crises. Meanwhile, CEA was also speculated as a threat to consumers’ sense of control concerning individual body and health, social order, and ecosystem order. To manage the disruptions that CEA may impose on perceived control, consumers may adopt different strategies to compensate for the perceived loss in their sense of control.