A Grounded Theory on Consumer Perception of Urban Farming’s Role in Enhancing Supply Chain Resilience
Rui Fu, N.Sureshkumar PP Narayanan, Umahdevi Jayamani, Li Lian Chew, Fadhlur Rahim Azmi, Veera Pandiyan Kaliani Sundram
Malaysian journal of consumer and family economics/Malaysian Journal of Consumer and Family Economics
Urban Farm DB summary
This qualitative study used grounded theory methodology, collecting data from in-depth interviews and focus group discussions with 25 Malaysian consumers, to explore perceptions of urban farming's role in supply chain resilience. Consumers generally view urban farming as a vital strategy for resilience, influenced by environmental and social impacts, trust in local food, and community empowerment. However, significant barriers to widespread adoption include concerns about scalability and cost-effectiveness.