Impact of Relevant Knowledge on Purchase Intention of Plant-factory-produced Plants

This research explored the impact of relevant knowledge on the purchase intention of Plant-factory-produced plants. We conducted surveys and distributed 156 questionnaires (77 males, 79 females) in Singapore, and 42 questionnaires (18 males, 24 females) in Japan. The main questions were regarding whether participants had knowledge of hydroponic plants and whether that knowledge influenced their preference between Plant-factory-produced and farmland-produced plants under three different price levels. Our results showed that, in Singapore, the possession of the relevant knowledge about the Plant Factory could facilitate the purchase of Plant-factory-produced plants. Under all these three price levels, the purchase intention of Plantfactory-produced plants of people with knowledge of hydroponic plants was always higher than that of people without knowledge of hydroponic plants. In Japan, however, knowledge did not significantly influence the participants’ purchase intention of Plant-factory-produced plants. Moreover, the price is also an important factor, which can determine the purchase intention of Plant-factory-produced plants both in Singapore and Japan.