Consumers’ Perception of Novelty
Urban Agriculture
Keywords:
novelty, sustainability, products, consumers, market-oriented agricultureAbstract
Consumer perception of innovation is an important criterion for the introduction of new food products, new agricultural practices and technologies. One of the innovative, sustainable and safe innovations is urban agriculture, which includes horticulture, animal husbandry, aquaculture, forestry and urban beekeeping for the production, processing and distribution of food in urban areas. Previous research has not examined the perception of market-oriented urban agriculture and the safety of food produced in such urban agriculture. Therefore, the aim of the study is to determine the attitude of consumers towards market-oriented urban agriculture and the safety of food products produced in this system, and to identify ideas about
the possibilities of reusing urban agricultural products. In-depth interviews were conducted with 14 residents of larger Slovenian cities. The results show that the participants are ready to accept market-oriented urban agriculture in the field of horticulture and fruit growing, but least of all in livestock farming. However, the participants did not have a predominant positive attitude towards food safety on the Slovenian market in general, which they attributed to a poor system of control over the production and sale of food. Price and taste are the key elements of the (non-)acceptance of new foods.
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