Consumer perception and willingness to pay a premium for hydroponic vegetables in Urban India: Evidence from empirical investigation

Résumé fourni par la source

Hydroponic cultivation is emerging rapidly as a response to land and water constraints in urban India, yet the commercial success of this segment depends on whether consumers are aware of, positively perceive and are willing to purchase hydroponically grown produce. This study examines the consumer awareness, perception, willingness to pay premium and the constraints faced in purchase by urban consumers towards hydroponic vegetables in Hyderabad city. A descriptive, cross-sectional survey was administered to 200 urban consumers selected through convenience sampling across fifteen retail outlets using a structured interview schedule. Percentage analysis, cross-tabulation, chi square test of independence and the Garrett’s ranking technique were used to analyse the data given by respondents. Results indicate a moderate overall level of consumer awareness, with respondents most familiar with the soil-free nature of cultivation but comparatively unaware of local market availability. Perception towards hydroponic vegetables was favourable overall, driven primarily by beliefs about environmental sustainability and pesticide-free safety, while taste perception remained neutral. The chemical-free status of the produce, followed by price-affordability and health benefits, emerged as the strongest drivers of purchase intention, while accessibility and social recommendation ranked lowest. A majority of respondents indicated they would prefer hydroponic vegetables over conventional produce if priced similarly and supermarkets emerged as the preferred purchase channel. Gender, age, educational qualification and occupation showed no statistically significant association with either awareness or perception. The findings suggest that clearer communication of product safety credentials and improved retail visibility, rather than demographic targeting, are the most effective levers for strengthening purchase intention among urban consumers.

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