Consumer Perception and Acceptance Across Different Scales of Vertical Farming in Klang Valley

Abstract

To fulfil specific social and ecological goals, urban planners have started to view cities as sites for food production due to the world's increasing urbanisation and population growth. A large urban population can accommodate a bigger population. However, it is necessary to do so while reducing the expense of essential services. Town zones need the most intensive efforts, but they also provide the advantage of integrating local food production facilities into development owing to the high concentration of consumers. With the Malaysian government promoting urban farming initiatives, urban residents in affected communities will be able to explore vertical farming activities as a source of income. Thus, this study explores consumer insights on the awareness and purchasing habits of vertical farming products and systems. In specific, this study determines the fundamental drivers behind the implementation of three separate vertical farming systems as well as the behavioural intent of consumers to acquire either the items produced by these systems or the systems themselves. A quantitative survey involving 410 respondents from the Klang Valley was carried out. Structural equation modelling was used as the analysis method in this study. The findings reveal that customer acceptability of vertical farming systems is mostly influenced by their perceived usefulness. Greater accessibility and functionality increase the possibility that the technology will be accepted by consumers. This study will accommodate further research into the viability of vertical farms operating at various scales based on the needs and financial capabilities of a region.