Are Italian consumers afraid of hydroponic agriculture? The role of food technology Neophobia, information, and dietary habits

Hydroponics is a soilless cultivation technique that promises increased agricultural yields while minimizing resource usage. However, its full potential may be limited by consumer acceptance barriers. This study examines how Food Technology Neophobia (FTN) affects willingness to pay (WTP) for hydroponic lettuce and whether environmental or health-related information, along with healthy eating and dietary sustainability orientations, shape consumers' preferences. Data were collected through an online survey completed by 750 Italian respondents assigned to one of three information conditions. The FTN Scale measured neophobia level, while consumers' WTP was elicited through a Choice Experiment. Results revealed that, although on average consumers did not discriminate between hydroponic and conventional lettuce, FTN significantly reduced WTP for the hydroponic alternative. Surprisingly, providing information on either environmental or health benefits did not yield statistically detectable influence on WTP, nor did consumers' interest in healthy eating or dietary sustainability orientation moderate preferences for hydroponic products. The findings suggest that successful market penetration depends on achieving price competitiveness with conventional products and building familiarity through experiential marketing. Moreover, hydroponic production under organic regulations could improve credibility and widen the hydroponic market.