Consumer perceptions on agriculture
The aim of this Consumer Observatory study is to learn how consumers think and feel about four agricultural methods: indoor (vertical), precision, organic and regenerative. Furthermore, in this study we aimed to learn about the importance consumers place on specific aspects of agriculture that affect the food system (e.g. food security, use of resources, biodiversity).
In order to help consumers make sustainable, healthy choices, we need to first understand what their current perceptions are of different agricultural methods. With a comprehensive knowledge of consumer preferences, stakeholders of the different methods can improve their framing and positioning. This will help them reach out to consumers more effectively. This will in the end lead to consumer preference for products grown in a more sustainable way.
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