Consumer research Vertical Farming

Mostly unknown and easily misunderstood

  • Most consumers are not familiar with vertical farming
    ■  Production systems in general
    ■  Knowledge food production
    ■ Food involvement

Why would consumers buy VF products?

  • Personal motives more important (ego > eco) like taste and healthiness
  • VF not distinctive on top 3 buying motives lower or equal
  • VF is positive on ecological values, use of pesticides and local
  • Year round availability not important

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