Relationship between Consumer Behavior and Success of Urban Agriculture

•For urban agriculture to be fruitful, consumer demand must be present.•Analysis of consumer perception, subjective knowledge and attitudes towards urban farms•Supporting the environment is important for consumers, but they do not feel knowledgeable.•Knowledge and attitudes affect likelihood to purchase and grow produce from urban farms.•Gender and age influence likelihood to grow produce at urban farms.

Consumers prefer locally grown food products. One source that provides local food is urban agriculture, the farming in and around cities. A number of urban farmers are selling their products directly to consumers. In addition, consumers have the option to grow their own food on certain urban farms. Given this, we investigate how likely consumers are to purchase or grow their own food at urban farms and what determines this likelihood. Given that millennials are a key stakeholder of sustainable consumption and those with the greatest increase in numbers of food gardeners, we conducted an online survey with over 300 Generation Y respondents. We investigate whether young consumers perceive the health impacts and environmental benefits provided by urban agriculture, and what attitudes they hold towards this source of produce. Empirical results show that both psychological and personal factors affect consumer intentions to participate in urban agriculture. Among others, subjective knowledge regarding urban agriculture and a generally favorable attitude towards urban farms increases the likelihood to buy and grow produce at urban farms. Female and older consumers are more likely to grow their own produce. These findings can be used by stakeholders in urban agriculture to design target-oriented marketing activities.