A study on the consumer buying behaviour towards hydroponic vegetables in Dehradun District of Uttarakhand

Introduction

Hydroponic vegetables are gaining increasing importance in modern agriculture due to their ability to produce highquality vegetables using innovative soilless cultivation techniques. Hydroponics refers to a method of growing plants without soil, where crops are cultivated in a nutrientrich water solution under controlled environmental conditions. This advanced technology allows crops to grow faster, use less water, and produce higher yields compared to conventional farming methods. With increasing concerns about food safety, pesticide residues, and environmental sustainability, hydroponic vegetables are gradually attracting the attention of consumers and producers alike. Hydroponic cultivation offers several advantages over traditional soil-based farming systems. It requires significantly less water, reduces dependency on arable land, and allows year-round production regardless of seasonal variations. Moreover, the controlled environment in hydroponic systems minimizes the risk of pest infestation and soil-borne diseases, resulting in better crop quality and uniformity. Because of these advantages, hydroponic farming has emerged as a promising solution to address the challenges of land scarcity, climate change, and increasing food demand. www.extensionjournal.com Uttarakhand, with its favorable climatic conditions and growing urban population, offers significant opportunities for the expansion of hydroponic vegetable production. The state has witnessed increasing interest in innovative agricultural technologies, particularly around urban centers where the demand for fresh and safe vegetables is high. Hydroponic farming is emerging as a viable option for entrepreneurs and farmers seeking to produce high-value vegetables with limited land and water resources. Among the districts of Uttarakhand, Dehradun holds a special position due to its strategic location, expanding urban population, and rising consumer awareness regarding healthy food consumption. The district is home to a large number of educational institutions, tourist establishments, and urban households that prefer high-quality vegetables. In recent years, hydroponic farms have been established in and around Dehradun to supply fresh leafy vegetables to supermarkets, restaurants, hotels, and health-conscious consumers. Despite the growing popularity of hydroponic vegetables, their adoption and market penetration remain limited in many parts of India. One of the major factors influencing the success of hydroponic farming is consumer acceptance and purchasing behaviour. Consumers often perceive hydroponic vegetables as premium products due to their higher price compared to conventionally grown vegetables. Lack of awareness about hydroponic technology, limited availability in local markets, and uncertainty regarding quality and authenticity also influence consumer purchasing decisions. Therefore, a systematic study on consumer buying behaviour toward hydroponic vegetables in Dehradun district of Uttarakhand is essential to understand the socioeconomic profile of stakeholders involved in hydroponic farming, assess the current status and market potential of hydroponically grown vegetables, identify existing marketing channels, analyze consumer awareness and purchasing behaviour, and examine the constraints faced by consumers in purchasing hydroponic produce. Such an analysis will help in identifying key factors influencing consumer acceptance and provide valuable insights for policymakers, entrepreneurs, and marketers to promote hydroponic agriculture and expand the market for safe and sustainable vegetable production. Objectives of the study 1. To study the socio-economic profile of hydroponic vegetable growers and stakeholders in Dehradun district. 2. To identify the present status and market potential of hydroponically grown vegetables in the district.

Major Countries Adopting Hydroponic Farming

Research Methodology Sampling Design

The present study is confined to Dehradun district, which is one of the leading urban markets for hydroponic produce in Uttarakhand. A multistage stratified random sampling technique was adopted to ensure proper representation of hydroponic growers, consumers, and market stakeholders.

The sampling procedure was carried out in the following stages: Dehradun district comprises several localities, retail markets, and organized grocery outlets. For the present study, five prominent localities / markets were selected purposively based on their proximity to hydroponic vegetable growers, availability of hydroponic produce, and consumer accessibility:

• Rajpur Road Area: High density of supermarkets and organic stores • Clock Tower Market: Central retail market with diverse consumer segments • Dalanwala: Mix of direct farm-to-consumer outlets • Vasant Vihar / ISBT Area: Growing presence of health-conscious consumers • Patel Nagar / Majra: Known for household purchases of premium vegetables A total of 120 consumers were selected randomly from the above localities for the study. Respondents were chosen to include diverse age groups, education levels, income classes, and household sizes to ensure that the sample represented the buying behaviour of different consumer segments. Additionally, 30 hydroponic growers/ startups and 15 retailers and market intermediaries were also selected for detailed investigation.

Nature and Sources of Data

The study utilized both primary and secondary data to ensure a comprehensive analysis. Primary data were collected using a pre-tested structured interview schedule.

Respondents included consumers, hydroponic growers, and market stakeholders. The collected information covered:

• Socio-economic profile of consumers and growers • Awareness of hydroponic vegetables and health benefits • Purchase frequency, quantity, and expenditure on hydroponic produce www.extensionjournal.com

Analysis of Data Descriptive statistics

For analysing the data percentage was calculated and this was shown with the help of tables and charts. Tabular and chart presentation was adopted to analyse the socioeconomic status of the entrepreneurs and to get opinion regarding the problems faced. Simple statistical tools like averages and percentages will be used to compare, contrast, and interpret the results properly.

Analytical Tools

The following statistical tools and techniques will be used in analysis of data and interpretation of result.

Results and Discussion

Keeping in view the objectives of the study, the data collected from respondents were analyzed using suitable statistical tools. The results obtained from the analysis are presented and discussed as under: The educational profile shows that a significant proportion of respondents are well-educated. About 36% of respondents are graduates and postgraduates, while another 52% have secondary and higher secondary education. This indicates that hydroponic farming requires a certain level of technical knowledge and awareness. Educated individuals are more likely to:

• Understand nutrient management and controlled environment systems • Access digital platforms and market information • Adopt advanced farming technologies

The relatively low percentage of respondents with only primary education (12%) suggests that hydroponics is less accessible to less-educated farmers, possibly due to its technical complexity and capital requirements. A large proportion of respondents are educated, with graduates and above constituting 36%. This indicates that hydroponic farming is knowledge-intensive and attracts educated individuals. The gender distribution shows that 74.67% of respondents are male, while 25.33% are female. This indicates male dominance in hydroponic farming and related marketing activities. However, the presence of over one-fourth female respondents is noteworthy. Women are increasingly participating in:

• Urban farming startups • Packaging and retailing • Online marketing of hydroponic produce This trend reflects changing socio-economic dynamics and the growing role of women in agribusiness. However, barriers such as lack of access to capital, training, and decision-making power still limit female participation. Hence, there is a need to encourage women entrepreneurship in hydroponics through training and financial support. The income distribution shows that 36% of respondents fall in the middle-income group (₹1.5-3 lakh), followed by 27.33% in ₹3-6 lakh category. This indicates that hydroponics is primarily adopted by middle-income individuals who have moderate financial capacity to invest. The low-income group (21.33%) has limited participation, possibly due to high initial investment requirements. On the other hand, 15.34% of high-income respondents indicates that hydroponics is also seen as a profitable business opportunity by affluent individuals. This distribution suggests that hydroponics is:

• More accessible to financially stable individuals • Emerging as a commercial agribusiness model The study shows that only 32% of consumers are fully aware of hydroponic vegetables, while 44.67% are partially aware and 23.33% are unaware. This indicates that although hydroponics is gaining recognition, there is still a significant knowledge gap among consumers. Many consumers are not fully aware of:

• The benefits of pesticide-free produce • Nutritional advantages • Production methods Partial awareness suggests that consumers may have heard about hydroponics but lack complete understanding, which affects their purchasing decisions. This highlights the need for:

• Awareness campaigns • Product labeling and branding • Educational marketing strategies Thus, increasing awareness can significantly boost demand and market expansion.

Summary and Conclusion

The major findings derived from the analysis are presented in detail below, incorporating quantitative results obtained during the investigation. The analysis of the socio-economic characteristics of respondents revealed that the majority of consumers belonged to the young and middle-age groups, with 48.00 percent in the age group of 20-35 years and 34.00 percent in the age group of 36-50 years, indicating that hydroponic vegetables are gaining popularity among economically active and health-conscious consumers. In terms of education, a significant proportion of respondents were well educated, with 26.00 percent graduates and 10.00 percent postgraduates, while 28.00 percent had secondary education and 24.00 percent had higher secondary education. Gender distribution showed that 74.67 percent respondents were male and 25.33 percent were female, indicating male dominance but with increasing female participation. Income analysis indicated that 36.00 percent of respondents belonged to the income group of ₹1,50,001-3,00,000, followed by 27.33 percent in ₹3,00,001-6,00,000, suggesting that hydroponic vegetable consumption is more prominent among middle-income groups. These findings indicate that education and income level play a crucial role in influencing awareness and adoption of hydroponic vegetables.

The study also examined the present status and market potential of hydroponic vegetables in Dehradun district. The findings revealed that hydroponic vegetables are still at an emerging stage but show promising growth potential. The awareness level among consumers indicated that 32.00 percent of respondents were fully aware, 44.67 percent were partially aware, and 23.33 percent were not aware of hydroponic vegetables. Despite moderate awareness, a significant 59.33 percent of respondents expressed willingness to pay a premium price for hydroponic produce, reflecting a positive attitude toward safe and pesticide-free vegetables. The availability of hydroponic vegetables was mainly limited to supermarkets, organic stores, and direct farm outlets, indicating restricted market penetration but increasing demand due to rising health consciousness.

The study also analyzed consumer awareness and purchasing behaviour toward hydroponic vegetables. The results indicated that while a considerable proportion of consumers were aware of hydroponic vegetables, regular purchasing was still limited. Consumers who preferred hydroponic vegetables cited reasons such as freshness, better quality, pesticide-free nature, and higher nutritional value. However, many consumers purchased hydroponic vegetables only occasionally, indicating that these products are still considered premium and not part of regular consumption patterns. The willingness to pay premium prices by 59.33 percent of respondents reflects strong future market potential if affordability and availability improve.

Suggestions for Policy Implications

Based on the findings of the present study, the following policy suggestions are proposed to promote the consumption and marketing of hydroponic vegetables and to strengthen the hydroponic farming sector in the study area. government agencies, agricultural universities, and private organizations should conduct awareness campaigns, seminars, and workshops to educate consumers about the advantages of hydroponic vegetables, such as being pesticide-free, hygienic, and nutritionally rich. Mass media, social media platforms, and promotional campaigns can also be used to increase public awareness. Efforts should be made to expand the retail distribution network by increasing the number of outlets selling hydroponic produce. Supermarkets, organic food stores, and local vegetable markets should be encouraged to stock hydroponic vegetables so that consumers can easily access them.

Government support in the form of subsidies, financial assistance, and technological support for hydroponic farming can help reduce production costs. Lower production costs will ultimately reduce market prices and make hydroponic vegetables more affordable for a wider range of consumers.

References

1. Saediman H, Sianturi DA, Abdullah S, Mboe IS. Consumer perceptions of hydroponic vegetables: Health, environmental, and product aspects. International Journal of Research in Engineering, Science and Management. 2024;7(7):174-178.
2. Amalia R, Saediman H, Dedu LOA. Analysis of factors influencing consumer purchase decisions for hydroponic vegetables. International Journal of Management and Business Intelligence. 2025;3(3):217232.
3. Kurniastuti T, Sari YN. The influence of consumer behavior on the purchase decision of hydroponic vegetables in Puccan Hydroponic, Blitar City. JOSAR (Journal of Students Academic Research). 2023;8(1):126-135.
4. Jiang W, Lu R, Zhang Z. Exploring green consumption trends and consumer behavior toward hydroponic vegetables in post-pandemic China. SHS Web of Conferences. 2025;215:01011.
5. Verma DK, Srivastav PP. Consumer perception of hydroponic vegetable quality attributes. Food Research International. 2020;130:108924.
6. Rocchetti G, et al. Nutritional and sensory evaluation of hydroponic vegetables. Food Chemistry. 2025;463(Pt 4):141516.
7. Saediman H, et al. Consumer perceptions of www.extensionjournal.com hydroponic vegetables: Health, environmental, and product aspects. International Journal of Research in Engineering, Science and Management. 2024;7(7):2581-5792.
8. Gole K, Nalange T, Gaikwad P. Consumers perception towards hydroponically grown residue-free vegetables. Our Heritage. 2020;68(30):8215-8229.
9. Lantarsih R, et al. Marketing strategy analysis of hydroponic vegetables of Kebun Sehati. Agric. 2023;35(1):13-26.
10. Amalia R, et al. Analysis of factors influencing consumer purchase decisions for hydroponic vegetables. International Journal of Management and Business Intelligence. 2025;3(3):217-232.
11. Yusnidar Y, Agusta MA. Hydroponic vegetable marketing strategy in Pekanbaru: An empirical research. International Journal of Environmental Sustainability and Social Science. 2024;5(6):20512059.