Urban farming: people preference towards verticulture model in small housing type-settlements in Malang as sustainable landscape movement

The rapid growths of Malang city as education and tourism city makes a higher demand for housing and increases land prices. The number of small housing type-settlement development with no adequate garden or open space is always increase. Housing that lack of greenery has led to many problems such as bad quality of fresh air, lack of playing area for kids and mental problem. On the other side, the widespread of city development has resulted in reduced agricultural space which has led to inadequate domestic food supplies and the declining quality of food crops availability. In the wake of various issues on food and energy security, urban farming by Food Oriented Development (FOD) is a concept of urban development that can make the city as a food provider for its own citizens on an ongoing basis. This concept considers aspects of food security as well as socio-economic considerations in urban physical development. The objective of this research is to get the information of people preference of verticulture model as urban farming method in small housing type-settlement. The questionnaire survey using Likert scale is conducted to measure people perception and preference. This study explores factor analysis for decision-making process. The result indicate that people tend to choose simple and smart system of verticulture model as a vertical garden in private residential. Giving recommendation of the verticulture model, hopefully this study can be implemented in small housing-type settlement in Malang city in order to be self-sufficient in food supply.

The important of the vertical urban farming In the wake of various issues on food and energy security, urban farming by Food Oriented Development (FOD) is a concept of urban development that can make the city as a food provider for its own citizens on an ongoing basis. This concept considers aspects of food security as well as socio-economic considerations in urban physical development. Recently, hydroponic culture technology started to gain favor in the developing because of population growth in urban areas represented an opportunity to grow food near consumers. The 100-200 million urban farmers worldwide providing the city markets with fresh agricultural products are the evidence of how food security can be achieved by urban agriculture [1].
The objective of this research is to get the information of factors that become people preference of vertical agriculture model as an urban farming method in small housing type settlements.

Theoretical Approach
According to Druckman & Lupia (2000) about the nature of Human preference, a preference is a comparative evaluation of (i.e. a ranking over) a set of objects. A preference serves as a cognitive marker that reminds people how to interact with various aspects of their environment. Preferences are stored in memory and drawn on when people make decisions. The objects of preference are aspects of the environment that are evaluated relative to one another. They can include observable, physically continuous phenomena (such as bowling balls) and unobservable, physically discontinuous phenomena [2].
The objects within a preference are those that a person can imagine as substitutable. On the other side, the predominant view of human cognition for nearly 2000 years has been that the objects of preference (alternatively, the categories of phenomena over which preferences can be held) are strictly external. In recent years, the evidence against this view of cognition has been piling high. For example, architecture objects. Most people prefer some architecture objects to others, and people have a favorite. People treat architecture objects as basic attributes of other objects.
Consumer preference might change since the experiences change. The preference of customers changes over time because of changes in demographics and lifestyle or more attractive competitors product, a target of marketing after a certain time. Consumer preference according to Kotler is like or dislike choice by someone to one product (goods and service) that consumed. Customer preference 3 1234567890 ''"" analysis is an analysis to decide product important hierarchy/order of important which is important or mostly preferred [3].
One of the fundamental issues in consumer behavior is the way consumers develop, adapt and use decision-making strategies. Consumer decision making could be defined as the "behavior patterns of consumers, that precede, determine and follow the decision process for the acquisition of need-satisfying products, ideas or services". Consumer decision-making has long been of great interest to researchers. Early decision-making studies concentrated on the purchase action. It was only after the 1950's those modern concepts of marketing were incorporated into studies of consumer decision-making, including a wider range of activities [4]. The contemporary research indicates that more activities are involved than the purchase itself. Many other factors influence the consumer decision-making than the final outcome. Vast numbers of studies have investigated this issue and many models have been developed accordingly. Models aim to depict the purchase decision-making process and its influential factors.
Factors that influence for the consumer in decision-making process are categorized into psychological and personal factors. The primary Psychological factors that influences on consumer behavior: 1). Personality and self-concept, 2). Motivation, 3) Learning, 4) Perception, and 5) the impact of attitudes. While the personal factors include demographic and situational variables such as sex, ages, race, origin, income, family life cycle, and occupation. Situational variables as external conditions like the amount of time for the consumer to make a decision [5].
The concept of vertical farming as the way for the citizen to do farming activity in an urban area especially in their neighborhood is a sustainable solution for the rapid growth in Malang city with the high demand of settlements and no adequate land. Vertical farming as a component of urban agriculture is the practice of producing food in vertically-stacked layers, vertically-inclined surfaces and/or integrated into other structures. Vertical farming is not a new idea. In 1915, Bailey coined the term "vertical farming". Since then, architects and scientists, especially towards the end of the twentieth century, have repeatedly looked into the idea of producing food in urban environments because of constant human population growth and the pressures exerted on resources for food production. Denmark was the first country to attempt to implement the concept of agricultural integration in a built environment in a house in the 1950s; they tried to grow watercress (Nasturtium officinale) on a large scale. Today a more evolved urban agriculture, where the product is grown in a totally controlled urban environment, in closed vertical structures, is attracting more attention in several countries. In the past two decades, scientists in the United States, Europe, and several Asian countries have been conducting research and development to bring this concept into reality [1].
Asia countries such as South Korea, Japan, China, Singapore, and Europe such as Italy, Holland United Kingdom, also Middle East areas such as Jordan, Saudi Arabia, United Arab Emirates and Canada, are moving ahead in the development of vertical farming projects. Vertical farming technology has been seen as a solution to the problems of limited land area suitable for agriculture, as well as a more rational use of water resources, thus providing better opportunities for a sustainable food supply in both developed and developing countries. Because of advances in hydroponic and aeroponic technology, lighting through LEDs and energy provided using solar cells, it is now possible to have agriculture in cities and possibly even in individual households to create centers of production and consumption integrated with urban and suburban communities. One can grow crops inside multi-story city buildings, using the very little land to produce food that would not need to be shipped far to the end of a consumer. Moreover, the vertical farming technology could contribute to a reduction in some of the following social, economic and environmental issues faced in the country [1].

Typology of vertical greenery
There are two typologies of vertical greenery that we can modify and adopt the construction to be implemented in the verticulture model for the vertical urban farming in settlements such as Green facade and living wall like in the table below:

Research methodology
Study area The study area consists of 5 settlements in Malang City. Several case study was used to determine how the respondent/public evaluate verticulture model and how they perceive them. The settlements that become case studies are Swarna Housing, Saxophone Housing, de Prima Housing, d Ahsana Regency and Dapenza Housing that located in Malang Region Table 2). Data collection and research variable This research using quantitative approach. The population of the research is small housing type settlement in Malang Region. The data collection procedure using field survey and questionnaire in order to get clear description of the research focus and public preference toward the vertical urban farming. In this research, 5 experimental groups were selected from 5 settlements. The respondent limited to productive ages people (17-50 years old) of house's owner and settlement manager. The number of sample determined from Gay and Diehl, that is depending upon the type of research. The experimental research has a minimum sample which is 15 subjects per one group [12].

Housing III-de Prima
Housing de Prima is located in Lowokwaru district of Malang City, the total occupancy in this housing is 60 units. It consist of type 45 and 36.

Housing IV-d'Ahsana regency
Ahsana housing is located in Pandanwangi district of Malang City, the total occupancy in this housing is 44 units. The questionnaire survey using a Likert scale to measure people perception and preference. The variable that becomes research guideline in this paper are described in Table 3. Method of analysis This study explores factor analysis to get people preference and decision-making process. The analysis consists of several steps including descriptive analysis and to test the hypothesis using Factor Analysis  People preference on the vertical urban farming

Normality test
According to normality test table, the significance of one sample Kolmogorov-Smirnov test us 0.089, that is bigger than 0.05. It indicates that the distribution of the data is normal.

Anti-Image Matrice
On the MSA scores result, the part which written as 'a' and has shaped a diagonal line indicated MSA score of each variable. The score characterized bigger than 0.5. It showed that the variables have been predicted to be processed appropriately in the future analysis.      The third part described the anti-image correlation result of several variables including planting media should facilitate maintenance (MTMP), Crop support structures must be sturdy and durable belongs to(SP), resistant to rain (NS1), heat and cold (NS2), Increase public awareness of the important of greenery (NE1), Increase public awareness that greening can also meet the needs of micro foods crops (NE2), Benefit for improving urban green public space (NE3), Benefit for reducing pollution, Improving air quality around the dwelling area, Improving building and settlements uniqueness (NES1), Increase the interesting view around the dwelling (NES2).    Table 11. Total variances score.

Rotation component matrix
The value of loading factor are calculated by correlation between factors and variable. From line one in the table of Rotated component matrix, traditional green facade (GF) with loading factor 1 is 0.339, loading factor 2 is 0.129. Traditional green facade with loading factor 3 is 0.194, traditional green facade with loading factor 4 is 0.122, traditional green facade with loading factor 5 is 0.727, traditional green facade with loading factor 6 is 0.069, traditional green facade with loading factor 7 is 0.160. According to the correlation score requirements, strong correlation must be 1 or -1. In this indicator, the biggest one is 0.727, so traditional green facade indicator belongs to factor 5. Double skin green facade (GF2) belongs to factor 2, Perimeter flower pot belongs to factor 1 (GF3), living wall with landscape wall (LW1) belongs to factor 5, living wall with vegetated mat wall LW2 belongs to factor 6, modular living wall (LW3) belongs to factor 2, recycle/used materials (MT1) belongs to factor 7, PVC Pipe (MT2) belongs to factor 2, new materials (MT3) belongs to factor 2, perimeter flower pot (MT4) belongs to factor 2, vegetated mat wall (MT5) belongs to factor 2, modular living wall (MT6) belongs to factor 2, fruits (JT1) belongs to factor 4, vegetables (JT2) belongs to factor 2, fruits and vegetables (JT3) belongs to factor 7, watering plants P1 manually belongs to factor 7, watering plants automatically P2 belongs to factor 3, depending on the type of plant and planting period belongs to factor 3 (TP1), not targeted (TP2) belongs to factor 4, space efficiency (EF) belongs to factor 3, planting media should facilitate maintenance (MTMP) belongs to factor 3, crop support structures must be sturdy and durable belongs to factor 3 SP, resistant to rain belongs to factor 1 (NS1), heat and cold (NS2) belongs to factor 1, increase public awareness of the important of greenery (NE1) belongs to factor 1, increase public awareness that greening can also meet the needs of micro foods crops (NE2) belongs to factor 1, benefit for improving urban green public space (NE3) belongs to factor 1, benefit for reducing pollution belongs to factor 1, improving air quality around the dwelling area belongs to factor 1, improving building and settlements uniqueness (NES1) belongs to factor 1, increase the interesting view around the dwelling (NES2) belongs to factor 1.  Alternative for greenery type. Traditional green facade/creeping and hanging (GF1), the living wall with landscape wall (LW1). Factor 6 named Alternative for living wall including living wall with vegetated mat wall (LW2). Factor 7 named environmentally friendly Vertical agriculture including Recycle/used materials (MT1) Watering plants manually (P1). Table 13. Component score coefficient matrix.

Conclusion
The result indicated that people tend to choose the simple and smart system of the vertical urban farming model as a vertical garden in private residence. Based on factor analysis, the public preference of the vertical urban farming model can be classified in 7 important factor: 1. Factor 1 (Benefit of vertical agriculture), 2. Factor 2 (Modular vertical agriculture), 3. Factor 3 (Technology for vertical agriculture), 4. Factor 4 (Vertical agriculture plants), 5. Factor 5 named (Traditional alternative for greenery type), 6. Factor 6 (Alternative for living wall) including living wall, 7. Factor 7 (Environmentally friendly vertical agriculture).
However, this research has a limitation, the respondent could not in minimum amount in one group. It was suggested that the sample should be 15 in one group for the minimum; however, some of the samples was lower than 15 dues to the different occupancies of the house. The other issue is not all housing owner could fulfill the questionnaire. However, due to time constraints and the normality test which indicated normal, this research is finished. Future research can pinpoint this problem and thus could facilitate the improvement of research methodology. Giving recommendation of the vertical urban farming model based on people preference, hopefully this study can be implemented in a small housing-type settlement in Malang City in order to be selfsufficient in food supply. It is hoped that the evaluation model that we established can serve as a constructive reference for professionals in the design of sign systems and for academicians regarding their further studies. On the other hand, the evaluation model in the research can be used for long-term follow-ups concerning user requirements, and for implementation when the vertical urban farming in a small housing type settlement are designed.