Drivers, Barriers, and Consumer Preferences in Urban Gardening: A Case Study of Hyderabad, India

Abstract

Urban gardening is as varied and creative activity for the people who find joy in growing their own food. It has emerged as a powerful tool to address critical challenges such as food security and environmental sustainability in urban regions. This research aimed to examine the key drivers motivating urban residents, identify the major challenges they face, and assess how pricing, usability, and support services influence consumer preferences for urban gardening in Hyderabad. Purposive sampling was used with 80 respondents, and data were collected via structured questionnaires using 5-point semantic differential scales. The results were analyzed using simple statistical methods like mean ranking and multiple linear regression. Most of the respondents were female, educated, middle-aged, and married individuals living in nuclear families. Both working professionals and homemakers are actively participating in gardening activities. Challenges such as adverse weather conditions and pest problems were commonly reported. Among the various features of gardening packages, people gave the highest importance to the quality of materials, followed by price and ease of use. For many, gardening was both a hobby and a way to relax, with health benefits being an additional motivation. Pricing, usability, and support services were found to significantly influence consumer preferences (p < 0.01). The findings highlight the need for targeted interventions to address key challenges, enhance product offerings, and improve support systems to sustain and expand urban gardening practices in the Hyderabad region.