Exploring Consumer Acceptance of Environmentally Friendly Intermediate Farming: A Grouping Approach Based on Consumers’ Purchase Preferences

Debates on sustainability have focused mainly on conventional and organic farming. However, little attention has been given to intermediate production approaches with potential benefits for environmental protection, food affordability, and food safety. This study investigated consumers’ acceptance of an intermediate farming method characterized by minimal use of agrochemicals. Using a preference-based grouping approach, 184 Japanese consumers were divided into organic-prone (OA-prone), conventional-prone (CA-prone), and balance-prone groups (χ2 test, p < 0.001). The results revealed clear differences in how these groups evaluated and responded to the produce from the intermediate farming method. OA-prone consumers tended to evaluate such produce against the standards associated with organic food and therefore showed more cautious acceptance. In contrast, CA- and balance-prone consumers demonstrated relatively higher acceptance when product safety and taste were assured, reflecting a more pragmatic evaluation based on functional attributes and affordability. These findings suggest that the promotion of environmentally friendly intermediate farming depends more on pragmatic CA- and balance-prone consumers rather than those value-driven organic consumers. By highlighting consumer heterogeneity in the evaluation of such farming systems, this study contributes to a broader understanding of sustainable food consumption and underscores the role of intermediate farming in bridging environmental sustainability and food security.