Predicting the intention and adoption of hydroponic farming among Chinese urbanites.

Urban agriculture has become increasingly popular as a viable solution to the global food insecurity, but the uncontrollable expansion of cities and populations has led to the significant decrease in cultivable space for conventional soil-based farming. Unlike conventional agriculture, soil-less hydroponic farming allows sustainable food production in urban areas without compromising the environment and public health. Using both theory of planned behaviour and knowledge-attitude-behaviour theory with four additional factors, the current study examined the intention and adoption of hydroponic farming among Chinese urbanites. An online survey, which involved 661 respondents from different cities in China, was conducted. The results of partial least squares structural equation modeling revealed the significant influence of tolerance of diversity, innovativeness, and knowledge about hydroponic system on attitude towards hydroponic system. Additionally, knowledge and attitude towards hydroponic system, perceived need for hydroponic farming, and hydroponic farming compatibility were found to significantly influence the intention of adopting hydroponic farming, which was also found to exhibit significant influence on its actual adoption. This study presented valuable insights that contribute to the development of a framework that promotes effective farming practices and strategies. The obtained findings can benefit marketers, practitioners, and policymakers in the agricultural and environmental fields, particularly in their efforts of planning, designing, marketing, and strategizing to promote modern agricultural practices and create a favourable environment for urban hydroponic farming in developing countries.