A platform for research: civil engineering, architecture and urbanism
A platform for research: civil engineering, architecture and urbanism
Seeds of Industry Sustainability: Consumer Attitudes towards Indoor Agriculture Benefits versus Its Advanced Technology
Indoor agriculture (IA) mitigates, to some extent, global problems such as increasing demand for food and limited natural resources. Though the potential benefits of IA as a sustainable agricultural production method are widely discussed, the success of the industry depends on consumer acceptance of IA innovative technology and their willingness to consume leafy greens produced under this technology. Using cluster analysis, four distinct groups of U.S. leafy green consumers were identified: “IA Skeptics”, “IA Open”, “IA Supportive”, and “IA Engaged”. A strong positive consumer cluster emerged with no evidence of an existing cluster of consumers who could be referred as “Knowledgeable Rejectors”, often found from the studies of consumer acceptance for novel food technologies. We concluded that, overall, U.S. leafy green consumers are ready to accept IA produce, but a significant number of consumers are yet to clearly decide on their attitude towards IA technology. Based on the evidence found from this study, we identified market opportunities for the IA industry with consumers of leafy greens given their broad willingness to consume IA produce and suggest marketing strategies to expand consumer awareness and acceptance of IA produce.
Seeds of Industry Sustainability: Consumer Attitudes towards Indoor Agriculture Benefits versus Its Advanced Technology
Indoor agriculture (IA) mitigates, to some extent, global problems such as increasing demand for food and limited natural resources. Though the potential benefits of IA as a sustainable agricultural production method are widely discussed, the success of the industry depends on consumer acceptance of IA innovative technology and their willingness to consume leafy greens produced under this technology. Using cluster analysis, four distinct groups of U.S. leafy green consumers were identified: “IA Skeptics”, “IA Open”, “IA Supportive”, and “IA Engaged”. A strong positive consumer cluster emerged with no evidence of an existing cluster of consumers who could be referred as “Knowledgeable Rejectors”, often found from the studies of consumer acceptance for novel food technologies. We concluded that, overall, U.S. leafy green consumers are ready to accept IA produce, but a significant number of consumers are yet to clearly decide on their attitude towards IA technology. Based on the evidence found from this study, we identified market opportunities for the IA industry with consumers of leafy greens given their broad willingness to consume IA produce and suggest marketing strategies to expand consumer awareness and acceptance of IA produce.
Seeds of Industry Sustainability: Consumer Attitudes towards Indoor Agriculture Benefits versus Its Advanced Technology
Joseph Seong (author) / Simone Valle de Souza (author) / H. Christopher Peterson (author)
2023
Article (Journal)
Electronic Resource
Unknown
Metadata by DOAJ is licensed under CC BY-SA 1.0
Consumer attitudes towards sustainability in the garment industry– A consumer study in Hong Kong
| BASE | 2020
DEFining sustainability, : a consumer versus company view in the Swedish apparel industry
| BASE | 2015
Sustainability & Consumer behavior towards Sustainability in Norway and Sweden
| BASE | 2010
SUSTAINABILITY: SEEDS OF SUSTAINABILITY
Online Contents | 2010