Where in the world can we vertically farm: A cross-cultural study on consumer acceptance of vertical farming

Open Access
- Author:
- Elias, Phoebe
- Area of Honors:
- Hospitality Management
- Degree:
- Bachelor of Science
- Document Type:
- Thesis
- Thesis Supervisors:
- Amit Sharma, Thesis Supervisor
Phillip Michael Jolly, Thesis Honors Advisor - Keywords:
- Vertical Farming
Sustainable Agriculture
Consumer Acceptance
Cultural Norms
Uncertainty Avoidance
Technology Acceptance Model (TAM) - Abstract:
- Producing food via vertical farming is an efficient and sustainable method of production that involves the combination of agriculture and technology (Avgoustaki, 2020). Such a system can assist in solving major global agricultural issues like population growth, food insecurity, and water scarcity. While there have been thorough investigations conducted on how consumers perceive vertical farming, to the author's knowledge, no research has considered consumer acceptance of vertically farmed foods in a cross-cultural context. This study aims to evaluate consumer acceptance of vertically farmed foods in a cross-cultural context by investigating the relationship between cultural norms and the extent of acceptance of vertical farming, using cultural dimensions (uncertainty avoidance) as a moderator (Hofstede, 2001). Using an extended version of the technology acceptance model (TAM), the acceptance of vertically farmed foods is evaluated through cultural dimensions and cultural norms (Davis, 1989). Results from this study will provide insights into the potential for customer acceptance of vertically farmed foods around the world. This information would be useful in the creation of new strategies to implement vertical farming systems across the world. The results indicate subjective norms play a role in the acceptance of vertically farmed foods; however culture/cultural dimensions do not play a moderating role in this relationship. It was revealed that prior experience with vertical farming, attitudes toward sustainability, and perceived sustainability positively impact people’s willingness to consume vertically farmed foods.