Consumer perception and understanding of vegetables produced at plant factories with artificial lighting

Abstract

Plant factories with artificial lighting (hereafter PFALs) garner considerable attention around the world as a way to solve problems related to agriculture, resources, and the environment. Although many companies in various regions have entered the PFAL business, they are faced with numerous technical and business challenges. Although many studies have been undertaken on technical issues concerning PFALs, only a few have been on the business and management aspects, including marketing. However, to succeed in business, understanding consumer perceptions and needs regarding PFALs and their products is essential. This chapter provides a summary of recent studies carried out in Japan and Hong Kong that attempt to explore consumers’ awareness, perceptions, and understanding of leaf vegetables produced at PFALs. These studies also attempt to identify the factors that influence consumers’ impressions of PFALproduced vegetables. Moreover, the chapter contains a brief discussion of the potential demand for the products and the critical importance of marketing activities, such as market research and promotions, and education for the steady development of the PFAL industry.