Exploring Consumers’ Knowledge, Attitudes and Influencing Factors Towards Vertical Hydroponic Farming in Lebanon

Abstract

Vertical Hydroponic Farming (VHF) is being considered as an alternative to conventional farming to reduce water requirements, particularly in regions with soil deterioration and low water supply and is perceived as environmentally friendly due to its pesticide-free nature and lower water usage. However, this method is faced with some challenges entitled to the consumer’s suspicion about it. To address this challenge this study aimed to uncover Lebanese consumers' knowledge and attitude towards the VHF system, their awareness of its availability in Lebanon and what might influence their desire to consume VHF products. The study utilized a literature review and conducted qualitative in-depth semi-structured interviews online to explore consumer attitudes towards VHF. Convenience sampling was used and 10 female participants responsible for household grocery shopping in Lebanon were recruited. Data analysis involved transcribing and coding interview transcripts and finally identifying themes. The findings highlighted that perceived sustainability is a key driver of consumer acceptance, with consumers more likely to view VHF products as useful and intend to purchase them when they perceive the technology as sustainable. These findings provide insights for marketing strategies and policy decisions related to VHF products.

Date of Award	2023-Dec
Original language	English
Supervisor	Hanna Sepp (Supervisor) & Karin Wendin (Examiner)