Consumer perceptions and preferences for urban farming, hydroponics, and robotic cultivation: A case study on parsley

Urban Farm DB summary

Consumer attitudes toward novel fresh herb cultivation methods, including urban farming, hydroponics, and robotic cultivation, were explored among 148 participants in the UK. Urban farming was the preferred method, followed by hydroponics, with robotic cultivation being the least favored. High consumer environmental concern positively influenced acceptance of parsley from urban farming, while food technology neophobia negatively impacted consumer acceptance of hydroponic and robotic cultivation methods. The exploratory nature of this study may limit the generalizability of its results.