Consumer Attitudes toward Vertically Farmed Produce in Russia: A Study Using Ordered Logit and Co-Occurrence Network Analysis

Yano, Yuki; Nakamura, Tetsuya; Ishitsuka, Satoshi; Maruyama, Atsushi

Vertical indoor farming under artificial lighting has gained attention as a novel means of food production. However, consumer acceptance of vegetable crops grown under artificial conditions is not well understood. Our nationwide online survey of 289 Russians gathered attitudes and opinions toward vertically farmed vegetables. Employing an ordered logit model and a two-mode co-occurrence network analysis, we show how respondents’ attitudes relate to their key demographic characteristics and opinions about the vegetables. Results indicate that respondents’ attitudes are heterogeneous and related to their region of residence, income level, and opinions regarding nutrients, safety, and taste. Respondents in the Central and Volga districts exhibited less favorable attitudes. Less favorably inclined respondents viewed the produce as unnatural, less nutritious, bad-tasting, and even dangerous, presumably because of misconceptions or lack of knowledge. On the other hand, respondents with monthly income above RUB 60,001 (1018 USD, 867 EURO) had relatively positive attitudes toward such vegetables. Respondents having positive attitudes saw the vegetables as safe, tasty, and of good quality. We discuss the political and commercial implications of these findings.