Ercilla-Montserrat, Mireia (author), Sanjuan-Delmás, David (author), Sanyé-Mengual, Esther (author), Calvet-Mir, Laura (author), Banderas, Karla (author), Rieradevall, Joan (author), and Gabarrell, Xavier (author)
Format:
Online journal article
Publication Date:
2019-09
Published:
Springer New York LLC
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 83 Document Number: D10839
19 pages., via online journal., Soilless crops are commonly used in rooftop agriculture (RA) because they easily adapt to building constraints. However, acceptance of the produce derived from this system may be controversial. This paper evaluates consumers’ acceptance of food from RA in Mediterranean cities, focusing on the quality of the product, production system, and consumers’ motivations. We surveyed 238 respondents on the UAB university campus as potential consumers. The survey was distributed via an Internet-link that was provided along with a sample of tomatoes from RA. The results showed that most people approved the quality of RA products and perceived them to be local and fresh (94%). The respondents exhibited acceptance of soilless-produced tomatoes and considered them to be environmentally better than conventionally produced ones (69%). Cluster analysis revealed that consumers with high income levels and a university education had a better perception of the quality and proposed a higher price for RA products, but no difference was found regarding their environmental perception of this products. Moreover, people who possessed more information about the product also had a higher perception of the quality and production system (it was perceived to be environmentally friendly) and would pay more for them. The main concerns of consumers were related to food safety and the social impact of RA. Additional research is needed to improve the sustainability of RA, and the applied measures should be communicated to potential consumers to enhance their acceptance and success.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 175 Document Number: C29978
Notes:
Presented at the Agricultural Communications Section of the Southern Association of Agricultural Scientists Conference, Orlando, Florida, February 7-9, 2010. 24 pages.
16 pages., via online journal., raceability system has received wide attention in solving food safety issues, via which food information could be tracked back to producer/farmers. Consumers need to obtain this information from producers or social networks, trust in the information, and consequently assess perceived risks, especially when food scandals are exposed to the media. In this study, we introduce the social embeddedness theory to understand how consumers' social activities affect their risk perceptions on traceable food. Specifically, we investigate how risk perceptions are predicted by the interpersonal relationships, organizational level and social-level relationships. Results show that the interpersonal relationships were associated with lower levels of risk perceptions, while organizational and social relationships impacted consumer's risk perceptions at middle and higher levels, respectively. Results also show that the “ripple effect” extended to effect of risk events with negative information, however, did not exist for the group exposed to positive information. Potential food safety implications have been proposed to identify for effective risk mitigation under media coverages.
