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ABSTRACT
In a bid to strengthen food security, cities are embracing urban farming to produce food. It is believed that urban farming is a sustainable means of cultivating crops for urban populations. Urban farms are equipped with advanced technology to optimize crop yield. Meanwhile, multiple media contents have reviewed the risks and benefits of urban farming for consumers. Applying an extended norm-activation model, this study examined how the relationships among technological optimism, biospheric values, attention to media content on the risks and benefits of urban farming, and the norm-activation constructs predict the intention to consume the produce of urban farms. Results of a cross-sectional survey conducted in Singapore (N = 1209) showed that technological optimism and biospheric values influenced attention to media content. These variables in turn influenced personal norms and intention to consume through the norm-activation constructs.
Acknowledgement
The authors would like to thank Ms. Rachel Leanne Goh for her help rendered to this project.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Ethics approval
This project has received approval from the university’s Institutional Review Board [Approval Number: IRB-2021-755].
Notes
1 The median age of the Singapore population was 41.8 in 2021. One possible reason why the median age of this sample was higher is that only people who were at least 21 years old were eligible to take part in this study.
2 In June 2021, the ethnic proportion of the Singapore population was 74.2% Chinese, 13.7% Malay, 8.9% Indian, and 3.2% other ethnicities. The ethnic proportion of the sample was within a 6% margin of the population.
3 The range of the Pearson’s r in these studies is between .57 and .83.