Consumers' Perception of Urban Farming—An Exploratory Study

Urban Farm DB summary

This research investigates consumers' perception and acceptance of urban agriculture through a qualitative, exploratory field study with 19 residents from a major metropolitan area in the southwest U.S. The concept mapping procedure was used, and data were analyzed using content and semantic network analysis. Consumers' perceptions of urban farming related to environment, society, economy, and food attributes. The study found a much higher number of positive associations than negative, signaling that consumers would likely accept farming in close proximity, though individual perceptions varied greatly.