The magnitude of public concerns about agricultural innovations has often been underestimated, as past examples, such as pesticides, nanotechnology, and cloning, demonstrate. Indeed, studies have proven that the agricultural sector presents an area of tension and often attracts skepticism concerning new technologies. Digital technologies have become increasingly popular in agriculture. Yet there are almost no investigations on the public acceptance of digitalization in agriculture so far. Our online survey provides initial insights to reduce this knowledge gap. The sample represents the (...) German population in terms of gender, age, education and size of place of residence. Results showed that if the potential of digital farming technologies regarding animal welfare and environmental protection was described, respondents reacted positively. Thus, the general attitudes of respondents toward the benefits of DFT were mostly positive. The approval to increasing adoption rates of particular DFT by providing subsidies was also high. Linear regression models showed that the dominant positive influences on respondents’ attitudes toward the benefits of DFT were a generally positive attitude toward farming and a strong trust in farmers in Germany. Confronting respondents with pictures showing DFT resulted in many spontaneous negative associations and general criticism of agricultural production. The latter holds true for DFT in animal husbandry in particular. However, as agriculture as a whole is criticized by many groups in Germany, it is unlikely that benefits from digitalization will significantly increase the public acceptance of agriculture as a whole. (shrink)

``Civic agriculture'' identifies adiverse and growing body of food and farmingenterprises fitted to the needs of localgrowers, consumers, rural economies, andcommunities. The term lends shape andlegitimacy to development paradigms that existin opposition to the global,corporately-dominated food system. Civicagriculture also widens the scope of ag-relatedconcerns, moving away from a strictlymechanistic focus on production and capitalefficiency, and toward the more holisticreintegration of people in place. To date,researchers and practitioners have attendedclosely to the economic benefits of newmarketing arrangements and institutions (e.g.,value-added co-ops, CSAs, (...) and farmer'smarkets). Local food and farming has a criticalrole to play in the development of analternative commerce. At the same time, this isonly half the promise of civic agriculture.Civic agriculture can (and should) promotecitizenship and environmentalism within bothrural and urban settings not only throughmarket-based models of economic behavior, butthrough common ties to place and physicalengagement with that place. (shrink)

The Real Food Challenge is a national student movement in the United States that aims to shift $1 billion—roughly 20%—of college and university food budgets across the country towards local, ecologically sound, fair, and humane food sources—what they call “real” food—by 2020. The University of Vermont was the fifth university in the U.S. to sign the Real Food Campus Commitment, pledging to shift at least 20% of its own food budget towards “real” food by 2020. In order to examine student (...) preference for “real” food on the UVM campus, we analyzed a survey of 904 undergraduate students that used contingent valuation to evaluate students’ willingness-to-pay for the “real” attribute. We found that a majority of students are willing to pay a positive premium for “real” food. Furthermore, we found that student characteristics and attitudes significantly influence WTP. Specifically, gender, residency, college, and attitudes about price and origin of food are significant predictors of WTP. (shrink)

Rooftop gardens, rooftop greenhouses and indoor farms have been established or planned by activists and private companies in Berlin. These projects promise to produce a range of goods that could have positive impacts on the urban setting but also carry a number of risks and uncertainties. In this early innovation phase, the relevant stakeholders’ perceptions and social acceptance of ZFarming represent important preconditions for success or failure of the further diffusion of this practice. We used the framework of acceptance to (...) investigate the stakeholders’ attitudes and to identify the key factors that might hinder or promote the introduction of ZFarming. The results are based on an analysis of 38 qualitative interviews conducted with key stakeholders in Berlin. As the results show, major perceived benefits of ZFarming include improved consumer awareness, education, and the creation of experimental spaces. Stakeholders further perceive opportunities for resource savings, new business models, repurposing of abandoned buildings and improved aesthetics. Major perceived risks are associated with growing techniques that are considered “unnatural”, health risks, conflicts with images of traditional agriculture, the rejection of animal production in urban areas, the risk of projects being too expensive and too complex or being implemented too early, i.e. before the mechanisms are fully understood. The analysis further reveals which contextual factors—political, legal, market-related, spatial or societal—might negatively or positively influence ZFarming acceptance. (shrink)

Urban agriculture (UA) is spreading within the Global North, largely for food production, ranging from household individual gardens to community gardens that boost neighborhood regeneration. Additionally, UA is also being integrated into buildings, such as urban rooftop farming (URF). Some URF experiences succeed in North America both as private and community initiatives. To date, little attention has been paid to how stakeholders perceive UA and URF in the Mediterranean or to the role of food production in these initiatives. This study (...) examines the promotion and inclusion of new forms of UA through the practice of URF and contributes to the nascent literature on the stakeholder and public perceptions of UA. It seeks to understand how those perceptions shape the development of new urban agriculture practices and projects. Barcelona (Spain) was used as a Mediterranean case study where UA and URF projects are growing in popularity. Through semi-structured interviews with 25 core stakeholders, we show that UA is largely perceived as a social activity rather than a food production initiative, because the planning of urban gardens in Barcelona was traditionally done to achieve leisure and other social goals. However, several stakeholders highlighted the potential to increase urban fertility through URF by occupying currently unused spaces. As a result, the positive valuation of URF depends on the conceptualization of UA as a social or food production activity. In turn, such conceptualization shapes barriers and opportunities for the development of URF. While most UA-related stakeholders (e.g., food co-ops, NGOs) preferred soil-based UA, newer stakeholders (e.g., architects) highlighted the economic, social and environmental opportunities of local and efficient food production through innovative URF. (shrink)

Soilless crops are commonly used in rooftop agriculture because they easily adapt to building constraints. However, acceptance of the produce derived from this system may be controversial. This paper evaluates consumers’ acceptance of food from RA in Mediterranean cities, focusing on the quality of the product, production system, and consumers’ motivations. We surveyed 238 respondents on the UAB university campus as potential consumers. The survey was distributed via an Internet-link that was provided along with a sample of tomatoes from RA. (...) The results showed that most people approved the quality of RA products and perceived them to be local and fresh. The respondents exhibited acceptance of soilless-produced tomatoes and considered them to be environmentally better than conventionally produced ones. Cluster analysis revealed that consumers with high income levels and a university education had a better perception of the quality and proposed a higher price for RA products, but no difference was found regarding their environmental perception of this products. Moreover, people who possessed more information about the product also had a higher perception of the quality and production system and would pay more for them. The main concerns of consumers were related to food safety and the social impact of RA. Additional research is needed to improve the sustainability of RA, and the applied measures should be communicated to potential consumers to enhance their acceptance and success. (shrink)