Customer trust in connection with anew method of vertical farming: instore farming : A quantitative analysis in Sweden.

Sammanfattning: In a world where food security is always a topic and an important factor which is involved bygovernments, international organizations and other stakeholders, it is important to talk aboutfood production. As it seems there is a need for sustainable agricultural methods to relieve thetension which is on the unsustainable conventional farming methods. One of the solution isvertical farming. Vertical farming has several styles or techniques. One of the newest form isin-store farming. In-store farming gives customers a special experience while purchasing.Customer relationship can be crucial for a method mentioned above. Especially consumer’strust. The current study aims to investigate consumer relationship with in-store farming and itsproducts, with a special focus on consumer trust. The study was conducted in Sweden, thereforethe research investigates Swedish customer’s behaviour. Consumer believes, awareness,satisfaction, and concern play an important aspect as well. The results showed a positiveconnection between the importance of packaging, importance of certificates and trust towardsin-store farming products. There was no significant evidence supporting the connectionbetween satisfaction with in-store farming products and trust towards in-store farming products.Also, a positive relationship was found between consumer trust in in-store farm products andconsumer concerns regarding health in relation with in-store farming. Finally the populationshowed high awareness about in-store farming, even the third of the sample size reported tohave the willingness to try in-store farming products. Keywords: in-store farm, vertical farm, consumer trust, in-store farm products, vertical farmproducts, swedish customer trust