Despite innovative approaches to urban food production, scepticism towards vertical crops remains widespread, posing profitability risks for agricultural enterprises. To overcome these challenges and develop successful business models, identifying consumer acceptance barriers is crucial for engaging stakeholders, investors, and farmers in local food production. Introducing innovative food production methods, like vertical farming, is essential to gain public approval. However, recent technological advancements, such as genetically modified crops and artificial radiation, have been met with uncertainty, leaving overall consumer opinions about vertical farming uncertain.

In this context, the propose of this paper is to analyse Italian consumers’ acceptance of vertical farming systems and products, aiming to understand the main drivers influencing their intentions to purchase. The research, conducted in Italy from April to May 2023, gathered qualitative and quantitative data through an anonymous online questionnaire completed by potential consumers.

A total of 258 respondents were eligible for data analysis. The survey assessed participants' knowledge, attitudes towards agriculture and food, and perceptions of vertical farming using Likert scale evaluations.

Findings showed that, although a large proportion of respondents expressed interest in purchasing vertical farming products, concerns related to cost, authenticity, and environmental sustainability pose challenges. The evidences that emerged provides a series of indications to understand more in-depth consumer preferences and useful suggestions for companies that need to expand the vertical farming products market.