Consumer Perceptions of Hydroponic Vegetables: Health, Environmental, and Product Aspects

Abstract

The market for hydroponic vegetables in Indonesia is in its initial stage, resulting in limited understanding of consumer behavior in this segment. This study aims to explore household consumer perceptions of hydroponic vegetables. Conducted in Kendari, Southeast Sulawesi, the study involved 92 respondents selected through accidental sampling from individuals purchasing vegetables at four small-scale hydroponic farms. Data analysis was performed using descriptive statistics. The results indicate that consumer perceptions of hydroponic vegetables are "high" or "favorable" concerning health and environmental benefits, while perceptions of product characteristics are "fair." Despite the generally positive perceptions, challenges remain regarding price, availability, and points of sale. Further research is required to determine whether the favorable perceptions of hydroponic vegetables are influenced by the Covid-19 pandemic, which has heightened consumer awareness of health and environmental issues.