Psychological factors distorting perceptions of hydroponic vegetables and limit their popularity

Amid modern global demographic and environmental trends, significant changes are occurring in the field of agriculture. Intense urbanization and challenges posed by climate change make the adoption of sustainable agricultural practices necessary, particularly in crop production. Hydroponics, as a method of growing crops, offers several advantages, and the vegetables and fruits produced on soil-less farms are comparable in quality to those grown on traditional farms. However, despite these benefits, many consumers continue to view hydroponic vegetables and fruits with skepticism. Our data indicates that a substantial number of consumers believe hydroponic vegetables are less natural than those grown through conventional means and perceive them as less nutritious. In fact, a lot of Russian buyers still prefer to consume traditionally grown production. The reasons for this preference include low awareness, neophobia, and general rejection of hydroponic farms. To change consumers’ attitude towards hydroponic vegetables, it is essential to enhance public understanding of hydroponics, utilize labels that emphasize the naturalness and health benefits of such products, and modify the design of hydroponic farms to align with consumers’ preferences.