Investigates the reasons why there is currently high resistance from the market regarding the rising concept of vertical farming. The report specializes in the ecotourist market in particular because vertical farming has the potential to expand within the scope of ecotourism.

My research investigated customers’ resistance and low willingness-to-pay towards Vertical Farming products and how the industry can break these barriers. Research showed how education and the experience economy can spread awareness about vertical farming products and create engagement with customers. …