Innovative Technology Adoption in Food Retail: Identifying Drivers for Embracing Vertical Farming to Achieve Sustainable Food Supply Chains

Vertical farming is a new and innovative technology that is gaining popularity worldwide. This method uses advanced technologies to increase the production of fresh food in urban areas. It is recognized as a way to achieve Sustainable Development Goals (SDGs), particularly SDG 11 (Sustainable Cities and Communities) and SDG 12 (Responsible Consumption and Production). This chapter overviews vertical farming and its various forms, ranging from hydroponic greenhouses to aeroponics, aquaponics, and plant factories. It also discusses how technology can optimize these production systems to create sustainable food supply chains. In addition, the chapter presents the results of a survey conducted with 98 food retail managers operating in Rouen City, France. The survey aimed to understand the reasons behind their decision to implement vertical farming technology in their stores. The findings indicate that performance expectancy and facilitating conditions are critical factors that influence the behavioral intention of retail store managers to adopt vertical farming technologies. However, perceived risks, such as high energy consumption and costs, have a negative impact on their intention.