The promise of sustainability and alternative agricultural methods to lessen the environmental impact of food production has drawn more attention in recent years. This study aimed to assess consumers’ knowledge and attitudes toward soilless cultivation, sustainable and organic foods, to identify socio-demographic correlates of these attitudes, and to evaluate the sensory perception of strawberries grown using traditional versus soilless methods. A cross-sectional survey was conducted among 298 adults in Southern Italy using an anonymous questionnaire assessing knowledge, attitudes, and purchasing behaviors related to sustainability and agricultural practices. A subsample of participants also took part in a blind sensory evaluation comparing soil-grown and soilless-grown strawberries. Results showed moderate awareness of sustainability and organic food concepts, but limited knowledge of soilless and hydroponic cultivation, with only 26% of participants correctly identifying all definitions. Sustainability and hydroponic production were rarely considered in food purchasing decisions. Higher educational attainment was associated with greater knowledge and a higher propensity to purchase sustainable and organic foods. Sensory analysis revealed a significant preference for soilless-grown strawberries in terms of odor, flavor, and overall sensory quality, while color and texture did not differ between cultivation methods. In conclusion, increasing consumer knowledge appears essential to enhance acceptance of innovative and sustainable agricultural systems.
Calella et al. (2026) studied this question.