Consumer Perception and Willingness to Pay for Hydroponically Grown Vegetables in Urban India

Abstract

The imperative for sustainable and efficient food production systems has intensified in response to rapid urbanization, population growth, and resource depletion. Hydroponic farming has emerged as a viable alternative to conventional soil-based agriculture, offering advantages such as controlled growing environments, reduced chemical dependency, and efficient resource utilization. Despite these technological merits, consumer acceptance remains a critical determinant of commercial viability. This study examines consumer perception and willingness to pay (WTP) for hydroponically grown vegetables among urban Indian consumers. Based on primary data collected from 136 respondents through a structured questionnaire, the study analyzes the influence of consumer awareness, product perception, health consciousness, environmental attitude, price sensitivity, and purchase intention on WTP. Descriptive analysis, correlation, and regression techniques were employed for data analysis. Findings indicate that awareness and familiarity with hydroponic farming are critically low, resulting in uncertain or negative perceptions regarding health benefits, safety, quality, and naturalness. A notable paradox exists: consumers exhibit strong health consciousness (91.9%) and environmental awareness (94.9%), yet do not associate these values with hydroponic produce. Price sensitivity is high, with most respondents unwilling to pay more than a 10% premium. However, 87.5% of respondents expressed conditional purchase intention when product benefits were clearly communicated. The study concludes that consumer education and effective benefit communication are central to bridging the awareness-behavior gap and enhancing WTP for hydroponic vegetables in urban Indian markets.