How positive and negative attitudes to vertical farming influence purchase likelihood: Consumer insights from the United States, Germany, Singapore and Australia

Vertical farming (alternatively, plant factories with artificial lighting) has the potential to contribute to sustainable food production and consumption and is relevant for several of the United Nation's Sustainable Development Goals. Already many consumers seem positive about vertical farming, but as fresh produce from vertical farming systems begin to become available to consumers, it is imperative that this positive attitude translates into purchase and consumption behaviour. In a multi-country study (USA, Australia, Germany and Singapore) where 2193 adult consumers (25-54 years old) took part in an online survey, the present quantitative research: i) investigated the aspects of vertical farming that are perceived positively and negatively by consumers, ii) measured stated intention to purchase lettuce from vertical farming, and iii) determined characteristics of vertical farming that are positive and negative drivers of intention to purchase. A largely positive attitude to vertical farming was confirmed, as well as the existence of smaller groups of people with negative and neutral/ambivalent attitudes. Cross-cultural differences in attitudes to vertical farming also existed but these were relatively minor. On average, participants from USA were most positive, while those from Germany were least positive. Stated intention to purchase lettuce from vertical farming was similar to 70% ('probably will buy'), and again stated likelihood was highest in USA (74%) and lowest in Germany (65%). Based on the findings from the analysis that linked likelihood to purchase lettuce from vertical farming to attitude to specific characteristics of vertical farming, strategies to promote consumption of produce from vertical farming should stress the contribution of the technology to a more sustainable development, including health, environmental and social aspects.