Consumer attitudes towards vertical farming in Scotland and England

Vertical farming (VF) could contribute to food system transformation by supplying nutritious food at a local level. This study assessed acceptability and barriers of adopting VF (defined as plant factories with controllable conditions) for food production within the UK, highlighting differences between demographic and lifestyle factors using an online survey (n = 1048) in consumers. A text highlighting task measured sentiment towards VF and stratified participants into sentiment categories. Attitudes towards sustainability were assessed using attitudinal statements based on Likert scale responses. Factors influencing willingness to pay (WTP) for VF products were assessed through visual analogue scales and ordinal regression analysis. Generally, participants had low awareness (36%) of VF. The text highlighting task demonstrated positive sentiments towards VF in 79% of consumers, also reflected in attitudinal questions. Positive sustainability attitudes were a predictor of greater VF awareness and acceptability with consumers living in cities, with higher income and higher education, having more positive attitudes towards sustainability. Consumers were more likely (Odds ratio = OR) to pay a higher price for VF products if they lived in England (OR = 1.47) and were younger (OR = 1.65). In contrast, lower income (OR = 0.67), lower education (OR = 0.20–0.34), living in towns (OR = 0.74), and positive attitudes towards VF (OR = 0.34) were associated with a lower likelihood of paying more for VF products. VF could be an acceptable tool of sustainable diet transition. However, low awareness coupled with challenges linked to socioeconomic factors challenge this. A key opportunity in the uptake of VF is sustainability. For VF to become a food source for Scotland, this concept needs to be economically, socially and environmentally viable.