Explanation of Urban Agricultural Business Components: A Case Study of Rooftop Farming

The purpose of this study was to explain the components of rooftop farming business using exploratory qualitative methodology. Explanation of the intended components can help policy development for improving urban landscape and agricultural enterprises. Because of the highly diversified types of enterprises involved in urban agricultural activities, one of the activities, namely “rooftop farming “was selected as the case for this study. Attempts were thus made to identify the factors involved in the business model practiced by these enterprises. For the purpose of multilateralism , three instruments, namely semi structured in – depth interviews, documentary review and website – search (as the visual media) were used for data gathering. The data gathered was then analyzed through theme analysis. The samples for this multilateral case study consisted of those agricultural enterprises that have at least carried out one of various green roof top systems, including “roof – top greenhouse, "intensive green roof “, “extensive green roof “, “planter box green roof “ or “ green wall “. The research findings could well explain the business components related to the products, customers, management of infrastructures and financial aspects, most of which compatible with Osterwalder model.