Consumers’ perception and willingness to pay for hydroponic tomatoes: the effects of sustainability and quality attributes

Purpose The agricultural sector is facing pressure due to concerns about its impact on the environment. Farmers must adapt to ensure high-quality, sustainable production. This requires efficient techniques such as soilless farming. The development of agricultural innovations depends on social acceptance; thus, it is crucial to identify the factors that influence consumers' purchasing decisions. The aim of this paper is to analyse consumers' perceptions of hydroponic cultivation techniques and their willingness to pay (WTP) a premium price for hydroponic tomatoes certified as “nickel-free” and “zero-residue”. Design/methodology/approach The survey was conducted in Italy using tomatoes as a case study. Data were collected through an online questionnaire from a convenience sample of 292 respondents and were analysed using statistical analysis and a multiple linear regression model. Findings The results showed that WTP was influenced by frequency of purchase, familiarity with soilless technology, environmental sustainability, income and education. Consumers place a high value on the sustainability of the hydroponic production process and their perception of increased safety positively influences WTP. It is therefore recommended that marketing strategies focus on the environmental sustainability and safety of hydroponic products. In addition, it may be beneficial to implement a certification system specific to hydroponic cultivation, in addition to the existing “nickel-free” and “zero-residue” certifications. Originality/value This study introduces several novel elements: it is the first to assess the Italian consumers’ perceptions and WTP for a hydroponic product. Secondly, it assesses WTP in relation to several aspects of increasing relevance related to health claims, namely “nickel-free” and “zero-residue”.