Location: Application Technology Research
Project Number: 5082-21000-001-107-S
Project Type: Non-Assistance Cooperative Agreement
Start Date: Sep 1, 2024
End Date: Aug 31, 2025
Objective:
Evaluate consumer preferences for farmers’ adoption of water, energy, carbon, substrate, and nutrient-efficient growing practices.
Approach:
Assess consumers’ purchasing behavior, attitudes, and willingness-to-pay for sustainably produced agricultural products. A survey questionnaire will be developed by the cooperator to investigate consumer preferences for energy-efficient technologies adopted by growers (e.g., to reduce water and other inputs usage and recycling). The questionnaire will be tested with consumers in various cities and market outlets. We expect to have 2,000 survey responses. We will have a representative sample of US consumers to gather purchasing behavior, preferences, and attitudes towards energy-efficient technologies as well as choice of market outlets and food safety considerations for controlled environment crops sold at various markets.
