Drivers, Barriers, and Consumer Preferences in Urban Gardening: A Case Study of Hyderabad, India

Urban Farm DB summary

This study examines the motivations driving urban gardening, the challenges gardeners face, and how pricing, usability, and support services shape consumer preferences among residents of Hyderabad, India. Using purposive sampling, 80 respondents completed a structured questionnaire with 5-point semantic differential scales, analyzed via mean ranking and multiple linear regression. Most respondents were female, educated, middle-aged, and married, living in nuclear families, with both working professionals and homemakers participating in gardening. Adverse weather and pest problems were the most commonly reported challenges; among package features, material quality was rated most important, followed by price and ease of use. Pricing, usability, and support services significantly influenced consumer preferences (p < 0.01).