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Consumers' Perception of Urban Farming—An Exploratory Study

Updated: Jul 6, 2023

Consumers' Perception of Urban Farming—An Exploratory Study


Front. Sustain. Food Syst., 12 June 2020

Sec. Agroecology and Ecosystem Services


Urban agriculture has the potential to improve access to fresh produce and address consumers' preference for local food. However, its success depends on positive consumer perception. To explore consumer perception of urban farming, a qualitative study using concept mapping was conducted with 19 participants from Phoenix. Participants had a variety of perceptions, with positive associations outweighing negative ones. The study found that highlighting positive aspects of urban agriculture could increase acceptance and offer opportunities for incentives for negative perceptions. The study has limitations and further research is needed to understand regional perceptions and shed light on market opportunities and environmental sustainability. Interdisciplinary research is crucial for the future success of urban agriculture.

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