...Jeyoung Son Purpose This paper examines when consumers prefer vertical farming over conventional farming, focusing on the alignment among growing condition, health orientation and price context and clarifies the mechanism translating this alignment into consumer attitude. Design/methodology...

...Andrzej Szymkowiak; Marcin Adam Antoniak; Barbara Borusiak Purpose The objective of the study is to explain how health orientation influences attitude towards paying attention to nutrition claims (NCs), intention to pay attention to NCs, and willingness to buy products containing NCs. Design...