RESEARCH PROJECT

Consumer attitudes towards hydroponic produce: How consumers perceive

and value hydroponically-grown produce compared to conventionally-grown
produce.

DR. ANSHU SINGH

SENIOR LECTURER,
Institute of Hotel Management Catering & Nutrition, Pusa, New Delhi

SHASHANK CHAUHAN
2041117253
B.SC Hospitality & Hotel Administration 2020-2023
Institute of Hotel Management Catering & Nutrition, Pusa, New Delhi

Introduction
 As the world population continues to grow, the demand for food is also increasing, and
traditional farming methods may not be enough to meet this demand. Hydroponics, a
method of growing plants without soil, is gaining popularity as a more efficient and
sustainable way of producing food. While hydroponic farming offers several benefits, little is
known about how consumers perceive and value hydroponic produce compared to
conventionally-grown produce. This study aims to investigate consumer attitudes towards
hydroponic produce and determine whether there are any differences in perceptions of
taste, freshness, nutrition, and sustainability between hydroponically-grown and
conventionally-grown produce.

Past scenarios – Hydroponic farming has been around for centuries, with the
first recorded instances of hydroponic farming dating back to the ancient civilizations
of Babylon and China. However, the commercial use of hydroponics is a relatively
new phenomenon, which began in the 20th century. In recent years, hydroponic
farming has gained popularity due to its numerous advantages, such as higher yields,
water efficiency, and lower pesticide usage.

Past research has shown that consumers are becoming increasingly interested in
sustainable and environmentally friendly products. The use of hydroponic farming
could be seen as a more sustainable and eco-friendly way of producing food.
However, there is a lack of research on whether consumers are willing to pay more
for these types of products or if they consider them to be of higher quality compared
to conventionally-grown produce.

Furthermore, there is limited research on the nutritional value of hydroponic

produce. Some studies have suggested that hydroponic plants can be higher in
certain vitamins and minerals than conventionally-grown plants, but more research is
needed to confirm these findings.

Present Scenarios – Hydroponic farming is now a significant contributor to

global food production, with an estimated market value of $9.5 billion in 2020. Lower
concentrate market is inclined towards the benefits of hydroponic farming, such as
increased food security, year-round availability, and higher nutrient density.

Hydroponically grown produce has been gaining popularity among consumers in

recent years due to its many benefits, including reduced water usage, higher crop
yields, and the ability to grow crops in areas with poor soil quality or limited land.
Consumers are increasingly concerned about the environmental impact of traditional
agriculture, as well as the use of pesticides and other chemicals in food production.
Hydroponic farming can address these concerns by using fewer resources and
minimizing the need for chemical inputs.

However, there is still some debate among consumers about the quality and
nutritional value of hydroponically grown produce compared to traditionally grown
produce. Some consumers believe that hydroponic crops may not be as nutrient-
dense or flavorful as crops grown in soil, while others argue that hydroponic farming
allows for more precise control over growing conditions and can produce healthier,
more consistent crops.

Overall, the market for hydroponically grown produce is expected to continue to

grow as consumers become more aware of the benefits and demand for sustainable,
locally sourced food continues to rise.

Objectives – The main objectives of this study are to:

1. Explore the level of awareness of consumers regarding hydroponic produce.
2. Determine the factors that influence the consumer attitudes towards
hydroponic produce, such as taste, freshness, nutrition, and sustainability.
3. Identify the barriers to the widespread adoption of hydroponic produce
among consumers.
4. Investigate how consumers perceive and value hydroponically-grown produce
compared to conventionally-grown produce.
5. Assess the potential market for hydroponic produce and its future growth
prospects.

Significance/Aim – : This research is significant because it will help in

understanding consumer attitudes towards hydroponic produce and will provide
insights for businesses looking to invest in this emerging market. Additionally, this
study will help in promoting sustainable agriculture practices and and most
acceptable sourcing method for culinary schools, food producers(Restaurant) and
could contribute to the development of more efficient and effective food systems.
 REVIEW OF LITRETURE
1. In 1996, a study was conducted by researchers at Purdue University to
investigate consumer acceptance of hydroponic lettuce. The study found that
consumers rated hydroponic lettuce as having a higher perceived quality than
conventionally-grown lettuce. However, consumers were willing to pay only
slightly more for hydroponic lettuce, indicating that they did not perceive it to
be significantly more valuable.
2. In 1998, a study was conducted by researchers at the University of Florida to
investigate consumer perceptions of hydroponic produce. The study found
that consumers perceived hydroponic produce to be fresher and of higher
quality than conventionally-grown produce. However, consumers were not
willing to pay significantly more for hydroponic produce.
3. In 2001, a study was conducted by researchers at the University of Arkansas to
investigate consumer perceptions of hydroponic tomatoes. The study found
that consumers rated hydroponic tomatoes as having a higher perceived
quality than conventionally-grown tomatoes, particularly in terms of taste and
appearance. However, consumers were not willing to pay significantly more
for hydroponic tomatoes.
4. In 2002, a study conducted by researchers at the University of Arizona
investigated consumer attitudes towards hydroponically-grown lettuce. The
study found that consumers perceived hydroponic lettuce to be fresher and
more visually appealing than conventionally-grown lettuce. However, they
also found that consumers were willing to pay more for conventionally-grown
lettuce.
5. In 2010, a study conducted by researchers at the University of Georgia
investigated consumer attitudes towards hydroponically-grown tomatoes. The
study found that consumers perceived hydroponic tomatoes to be of similar
quality to conventionally-grown tomatoes, but were willing to pay more for
conventionally-grown tomatoes.
6. A 2012 study conducted by researchers at the University of Florida
investigated consumer attitudes towards hydroponically-grown strawberries.
The study found that consumers perceived hydroponic strawberries to be of
similar quality to conventionally-grown strawberries, but were willing to pay
more for conventionally-grown strawberries.
7. In 2014, a study conducted by researchers at the University of Arkansas
investigated consumer attitudes towards hydroponically-grown lettuce. The
study found that consumers perceived hydroponic lettuce to be of similar
quality to conventionally-grown lettuce, but were willing to pay more for
conventionally-grown lettuce .
8. In 2015, a study published in the journal HortScience surveyed 200 consumers
in the United States to assess their attitudes towards hydroponic lettuce. The
results showed that consumers perceived hydroponic lettuce as fresher and
 more environmentally friendly than conventionally grown lettuce. However,
they rated the taste and appearance of conventionally grown lettuce higher
than hydroponic lettuce.
9. Another study published in the Journal of Agricultural and Resource
Economics in 2016 examined consumer preferences for hydroponic versus
field-grown lettuce in the United States. The study found that consumers were
willing to pay a premium for hydroponic lettuce if they perceived it to be of
higher quality and safer to consume.
10. In a study published in the Journal of Food Distribution Research in 2017,
researchers surveyed 400 consumers in the United States to investigate their
attitudes towards hydroponic lettuce. The study found that consumers were
generally positive about hydroponic lettuce and perceived it to be fresher and
safer than conventionally grown lettuce.
11. A 2018 study published in the journal Sustainability examined consumer
attitudes towards hydroponic lettuce in Spain. The study found that
consumers were willing to pay a premium for hydroponic lettuce if it was
labeled as organic or eco-friendly. However, consumers perceived
conventionally grown lettuce as having better taste and texture than
hydroponic lettuce.
12. In a study conducted in 2018, researchers aimed to explore the consumer
attitudes towards hydroponic produce in the US. They found that while a
majority of consumers had not heard of hydroponic produce before, once
they were informed of the growing method, most participants perceived it
positively. However, when it came to taste, the majority of consumers
preferred conventionally-grown produce.
13. In a 2019 study conducted in the UK, researchers aimed to explore the
consumer attitudes towards hydroponic produce and its sustainability. They
found that consumers perceived hydroponic produce as sustainable, due to its
ability to use less water and pesticides compared to conventional agriculture.
However, they also found that consumers were willing to pay a premium for
hydroponic produce only if it was locally grown.
14. In a 2020 study conducted in Canada, researchers aimed to explore the
consumer attitudes towards hydroponic produce and its nutritional value.
They found that while consumers perceived hydroponic produce as fresher
and more nutritious, they were also willing to pay more for conventionally-
grown produce due to their perceived higher quality.
15. In a 2021 study conducted in Australia, researchers aimed to explore the
consumer attitudes towards hydroponic produce and its taste. They found
that while consumers perceived hydroponic produce as fresh and of high
quality, they preferred conventionally-grown produce when it came to taste.
However, the researchers also noted that younger consumers were more
willing to try and purchase hydroponic produce compared to older
consumers.
 METHODOLOGY
Location – Delhi, India(online questionnaire)

Sample Size – 200

Research Design:

This study will adopt a quantitative research design. The research will be conducted
through an online survey. A questionnaire will be designed to capture the attitudes
and perceptions of consumers regarding hydroponic produce. The questionnaire will
include both closed-ended and open-ended questions.

Sampling:

The sample for this study will be drawn from the general population of consumers.
The sample will be selected through a stratified random sampling technique to
ensure that the sample represents the population of consumers. The sample size will
be 200 respondents.

Data Analysis:

The data collected from the survey will be analyzed using statistical software such as
SPSS. Descriptive statistics will be used to summarize the data. Inferential statistics
will be used to test the hypotheses. Chi-square tests, t-tests, and ANOVA tests will be
used to analyze the data.

EXPECTED RESULTS
The study is expected to provide insights into the attitudes of consumers towards
hydroponic produce. Specifically, the study will reveal how consumers perceive hydroponic
produce concerning taste, freshness, nutrition, and sustainability compared to
conventionally-grown produce. The study will also identify the factors that influence
consumers' preferences for hydroponic produce. The results of this study will be useful for
producers and marketers of hydroponic produce in developing effective marketing strategies
that target consumers' preferences.
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