The world population continues to grow rapidly, and so does the demand for agricultural products, with an increased use of technology to boost plant productivity. One technology that is being increasingly utilized is the hydroponic technique, where plants are raised without soil and nutrients are delivered through water. Well-managed hydroponic operations can have several advantages: reduced water use, locating units even in harsh climates, reduced transit time and nutrient loss during shipment, and no need for pesticides. Recent controversy about the inclusion of hydroponics in the U.S. Department of Agriculture (USDA) organic program has highlighted uncertainty about marketing hydroponic crops, however, it is still unclear how consumers perceive and value hydroponic production. This study used a non-hypothetical choice experiment to estimate consumers’ willingness to pay (WTP) for hydroponic and traditional lettuce both with and without organic certification; and to provide perspective for policy and marketing decisions about the inclusion of hydroponics in the organic program. Results suggest that consumer opinion about hydroponics is still relatively new and can be easily influenced. From a policy perspective, results suggest that most consumers are undecided regarding hydroponics in the organic program. Exposing consumers to different kinds of information about hydroponics significantly affected consumers’ preference formation. While opinions regarding organic hydroponics shifted positively when given extra information, the actual WTP for hydroponics remained neutral, with the interaction between organic and hydroponic attributes remaining nonsignificant. Findings suggest that the National Organic Program should consider ways to ensure the stability of organic premiums as perceptions about hydroponics evolve. Future research paths are suggested.
